By accrediting Brand Safety Officers and providing them with relevant information, expertise, and connections, the Brand Safety Institute will help a community of brand leaders safeguard both their own brands and the broader digital advertising supply chain.
Brand Safety Institute membership and the Brand Safety Officer certification ($1500 in value) can be had in a single package at a cost of $999. This special offer includes membership in the Brand Safety Institute ($750), access to the Brand Safety Officer training curriculum ($500), and, upon successful completion of the curriculum, certification as a Brand Safety Officer for the balance of the year-long membership ($500).
Also included in membership will be access to tools, templates, case studies, webinars, and other valuable tools for practicing Brand Safety Officers, as they become available, as well as the opportunity to engage with fellow Brand Safety professionals in our member community discussions.
You'll be eligible for Brand Safety Officer™ certification, which demonstrates to companies and peers that you are a thought-leader in the field of brand safety. BSO certification consists of a number of modules, which will deepen and confirm your expertise in the main areas that impact brand safety. Module topics include:
An overview of the topic of Brand Safety including the definition and what to expect from this course of study and your Brand Safety Officer certification
Ad fraud costs costs the industry billions of dollars every year. This module will explain how this fraud is perpetrated and how to protect against it.
Distribution of pirated or counterfeit content is an international problem funded by advertisers not careful about where their ads are displayed.
Malware creates fear in consumers and is a top reason they install ad blockers. Understand how malware gets into the ad supply chain and best practices for keeping it out.
An exploration of the subjective topic of how the places where your brand’s ads show up can impact people’s impression of your brand by associating you with content that you or your target customers might find objectionable.
Audience, Viewability, IVT, etc. Advertisers need to verify that their impressions are served in front of real people and they see them. This module outlines how that verification works.
Digital advertising has seen an explosion in the number of partners that any company may have at any given time. This course discusses the challenges with having so many known and unknown potential partners, and how to mitigate risk while still getting ads in front of the desired target audience.
The user experience of the Internet is shaped by ads. While good ads resonate, bad ad experience leads to ad blocking. This module will detail the efforts of the IAB and the Coalition of Better Ads to improve the ad experience.
Consumers are voting against certain types of digital ads by downloading ad blockers at an alarming rate. Education of consumers about why they see the ads they do is covered.
The capstone course of the certification guides the Brand Safety Officer through the process of translating knowledge into action. It includes recommended activities at various points in the budget/execution cycle as well as the nuances appropriate to different nodes on the digital advertising supply chain.
Dave Byrne (@davebyrned)
Global Head of Brand Safety & Industry Relations, TikTok
Director, Marketplace Quality
Marketing QA & Legal Compliance Lead
Principal Product Manager, Oracle Advertising