The 4A's introduced the Brand Safety Playbook, "designed to help you reduce your agency's overall risk profile in the digital landscape, so you can focus on executional excellence, building brand equity, and performance", quoting their Bulletin.
"This is an industry-leading effort to create cohesive guidelines for brand safety across fraud, malware, and content adjacencies, giving marketers the tools needed for safer deployment of digital advertising, and helping brands and agencies devote less time and effort to detect, report, address, and avoid brand safety risks—and more to your core remits of performance and brand building.
"The 4A's produced the Brand Safety Playbook in partnership with the Trustworthy Accountability Group (TAG), Brand Safety Institute (BSI), and IAB Tech Lab."
BSI co-founder, Mike Zanies, was quoted by AdWeek in regards to the announcement.
“The 4A’s and the APB have demonstrated great leadership in developing this playbook. It provides clear, implementable steps for agencies to help protect their clients. And as an industry resource, it goes much further in helping to engage and educate everyone from marketers across to publishers.”
About the Brand Safety Institute
The Brand Safety Institute is a digital advertising industry initiative to professionalize the work of brand protection. Through its research, education, and certification programs, the Brand Safety Institute gives ad industry executives the expertise and skills they need to minimize brand risks and capitalize on brand opportunities in the digital advertising supply chain. Through its Brand Safety Officer certification program, the Brand Safety Institute helps leaders set the highest standards for brand protection, learn new and emerging best practices, and build an industry-wide community of brand safety peers. More information about the Brand Safety Institute can be found at brandsafetyinstitute.com.