Brand Safety Evolves

Recent times have been some of the most tumultuous 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.  While it feels like we are being pulled back to a not-so-distant, darker past, this has 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-consider its approach to brand safety and sharpen 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.

Brand Values and Media Responsibility in a Polarized World

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. Participants include:

• Robert Rakowitz, Initiative Lead - The Global Alliance for Responsible Media
• Sarah Personette, VP Global Client Solutions - Twitter
• Joshua Lowcock, Global Brand Safety Officer - UM Worldwide
  

Creating a More Thorough and Effective Brand Safety Plan

Through discussions with brand safety experts the Brand Safety Institute was able to develop a checklist of the steps you can take to increase your efforts in creating your own Brand Safety Plan. Exploring each of these areas in greater depth. Jones spoke with industry experts, thought leaders, and those responsible for brand safety at some of the largest marketers, agencies, and platforms.