Brand Safety Crisis

1
Brand Safety Crisis

• A 2017 poll found that 90 percent of digital
  media professionals saw brand safety as a major
  concern. And the environment is still in danger.
• The advertising sector began to decline in late
  2017. Brands panicked and withdrew their
  advertisements from popular sites.
• There were data breaches involving consumers, and
  brands discovered their material to be associated
  with violence, nudity, and fake news.
• The problem has been successfully treated using
  promising technologies such as picture
  recognition and natural language context
  detection.

2
Why is Brand Safety Important for
Advertisers?

• According to a report, 43 of customers have
  stopped working with a brand on which they lost
  trust.
• The practice of safeguarding a brand's reputation
  is known as brand safety.
• It prevents ads from being placed in unsafe
  content like hate speech, terrorism, illegal
  narcotics, piracy, obscenity, death/injury, and
  so on.
• The primary goal of brand safety is to link the
  brand with high-quality, authoritative, and
  non-controversial content.

3
Challenges in Brand Safety

• Brand safety is concerned with preventing the
  loss of trust between a brand and a customer.
• Primitive approaches such as keyword banning and
  URL blocklisting were used to prohibit ads from
  getting placed on unsafe content.
• Marketers say these solutions are working. But at
  the same time, certain treatments like
  blacklisting and whitelisting can be overly
  restrictive.
• According to a recent survey, 49 of marketers
  have experienced brand fit failure, 54 have
  faced customer antagonism, and 44 have lost
  money as a result.

4
Why is Brand Safety Important for Advertisers?

• Prevents ads from being placed next to
  objectionable content.
• Maintaining the Brand's Reputation.
• Having an Impact on the Performance of Digital
  Marketing Campaigns.
• The first impression is the most memorable.