Brand Safety vs. Supporting Journalism: You Can Do Both

Brand safety has become a central concern for advertisers in the digital age, where the balance between protecting brand integrity and supporting journalism is more delicate than ever. As advertisers strive to ensure their messages are associated with suitable content, they face the challenge of not inadvertently stifling credible news sources.

Global ad giant Dentsu, in collaboration with media consultancy The 614 Group, has recently launched a coalition aimed at revitalizing investments in credible news publishers. This initiative seeks to address the difficulties journalism faces in the digital era, where a traditionally reliable revenue model has been disrupted by cautious brand safety and suitability judgement calls. By exploring why top brands should invest in news and identifying ways to boost these investments, the coalition seeks to shift the narrative from risk aversion to brand opportunity. This effort underscores the importance of supporting journalism and ensuring that advertisers do not shy away from credible news sources due to misplaced fears of reputational harm.

While brand safety playbooks and technologies are designed to protect advertisers from association with unsuitable content, they are often at odds with topics which are important, but sometimes controversial. These processes can lead to demonetization for news outlets, regardless of their political stance, and undermine the free press. High-profile instances of brand safety misfires have sparked calls for reform, with Congress even holding hearings on the matter. These events highlight the urgent need for a more balanced approach to brand safety that protects brands without compromising the viability of news organizations.

As the digital advertising landscape continues to evolve, the need for innovative solutions to brand safety challenges is more pressing than ever. Initiatives like those from Dentsu and The 614 Group are a step in the right direction. By prioritizing both brand safety and the sustainability of credible journalism, the industry can move towards a future where advertisers feel confident investing in the power of news, and journalism can thrive without the constraints of overly restrictive safety measures. With continued collaboration and commitment to thoughtful solutions, advertisers and publishers alike can navigate this complex landscape to the benefit of all stakeholders involved.