Brand Safety Evolves
Creating a More Thorough and Effective Brand Safety Plan
Deepen your Relationship with Verification/Brand Safety Companies
Through discussions with brand safety experts who contributed to Brand Safety Evolves white paper, we were able to identify areas of leverage that can evolve your brand safety practice to keep up with these changing times. As part of our inaugural "Brand Safety Week", Louis Jones, BSI's Brand Safety Officer in Residence, set out to explore 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. These discussions can help guide your own brand safety evolution, and to help that, we've developed a checklist of the steps you can take to accelerate your efforts in creating your own Brand Safety Plan.
In this video, Louis Jones, the BSI's Brand Safety Officer-in-Residence, chats with BSI Advisory Board members Jay Pinho of Oracle Advertising and Joe Barone of Group M about how advertisers can create, maintain, and improve their relationships with their verification and brand safety partners. These three industry veterans cover important topics including what to look for in a potential partner, things to keep in mind when evaluating potential partners, and how to set benchmarks to gauge performance. Louis, Jay, and Joe also discuss the importance of incorporating partner feedback and even touch on specific topics including the brand safety and suitability implications (and opportunities) of news and the growth of CTV and that platform's verification challenges.