IAB Europe finds brand safety a key and growing priority

Posted by Jeremy Spitzberg • Jan 23, 2020 6:47:19 PM

IAB Europe polled industry leaders at the end of 2019 to find out how they viewed brand safety in the prior year, and what the expected to see going forward. The results, just released, show that brand safety is a "key priority" for these experts, and that it is only becoming a more important issue for them.

As published in their "Knowledge Hub":

  • The results reveal that brand safety and privacy remain priorities, with 77% of respondents saying that brand safety was a key priority.
  • 57% of respondents agreed that brand safety was more of a challenge than in previous years, citing increased understanding and knowledge of brand safety by advertisers.
  • When outlining how the buy-side protected against brand safety concerns, the Brand Safety Poll indicates that blacklists and keyword targeting remain the dominant methodology.
  • A common theme within the Poll was the ongoing need for industry education, with wider discussion about solutions, differences, options, further education and knowledge exchange cited as important in 2020.

It's that last one that catches the eye. At least for us at the Brand Safety Institute. Whit our Brand Safety Officer certification, we're hoping to educate the digital advertising industry on the scope of the brand safety challenge, and what committed professionals can do to protect their brands' reputation online.

As we head into 2020, we are trying to determine how we can help, with our certification, and beyond it. Do you have any ideas for the conversation that the industry needs? What education or training are you planning on in the new year to keep up with industry trends and best practices? Let us know in the comments below, or drop us a line at info@brandsafetyinstitute.com.

Topics: Brand Safety, Research