The Brand Safety Institute (BSI) and the Trustworthy Accountability Group (TAG) released the second in a series of joint white papers on brand safety issues, “Defining Brand Safety: Execution Challenges.” The white paper found that investment in brand safety initiatives resulted in a positive ROI for some marketers who tracked that cost, while brands’ increased focus on brand safety strategy enabled greater, more transparent collaboration with their agency partners. The paper is also the first to quantify brand safety investment, finding that large agency holding companies are currently spending between $3-7 million annually on fixed-cost brand safety expenses.
“By talking to the people on the front lines of brand safety, this white paper helps identify the opportunities and challenges we face as an industry,” said Mike Zaneis, CEO of TAG and Co-Founder of BSI. “The most important takeaway was the importance of making brand safety a strategic imperative in every organization and investing the necessary resources for success. When companies elevate brand safety as a priority, they can reduce risk, improve coordination, and strengthen ROI across their marketing programs.”