The last 18 months will go down as some of the most tumultuous years in the history of the United States, and indeed the world. Following a year of strife with regard to racial injustice in the midst of a worldwide pandemic, America watched as unrest boiled over at the U.S. Capitol on January 6. The years 2020 and 2021 seemed to be pulling us back to a not-so-distant, darker past, and also fueled us for change.
Businesses needed to operate amid the fervor, and marketers seized opportunity where they could. These times gave the digital advertising industry the opportunity to re-calibrate its approach to brand safety: sharpening its focus on better balancing consumer touch with corporate values.
Louis Jones, Brand Safety Officer in Residence, set out to get a pulse on where we as an ecosystem stand on brand safety, given this swirl of societal issues. He talked with representatives from across the industry to take stock of where marketers, agencies, platforms, and publishers are at this moment in time and what the view is toward a future of better brand safe measures.
The white paper includes a checklist to use in improving your own daily brand safety practice. Check it out (sorry, bad pun) here!
In this video, Jones furthers his discussion with industry leaders about how the practice of brand safety demands -- and can work to achieve -- a healthy media ecosystem that in turn fosters a healthy society.