Is your fight for brand safety going too far and preventing your campaigns from reaching their full potential?
If you’re like many digital marketers, defensive tactics like blacklists, whitelists and keyword blocking might actually be suppressing your chance of reaching new audiences. That’s what top digital executives are saying in a new ebook from GumGum, “Moving Brands Beyond the Block List.” A range of leaders weigh in on current brand safety challenges and the future of the industry.
• Joshua Lowcock, global brand safety officer, UM: “We manage a media circus and we get selective amnesia afterward. We’ve only got so much leverage and power to go back to a client and say, ‘Don’t advertise on the platform where you know there is an audience’.”