Adjacency of ads that are not brand safe can cause reputational damage for media sellers as well as media buyers. This means working to implement and communicate your brand safety and suitability approach to your clients, as well as having a strategy for safeguarding your own properties and brands.
For technology solution providers such as verification services, staying ahead of brand safety and suitability issues adds tremendous value to maintaining trust in the media supply chain.
In all these cases, adhering to principles of brand safety and suitability and keeping current with developments in the space is critical to the health of your business.
Many media buyers will ask who your Brand Safety Officer is and how you train your teams
Create the policies and tools needed to honor your brand safety and suitability obligations
Publishers and platforms have a responsibility to know which companies are part of the media supply chain they may be using to monetize their content, and how those entities resource and prioritize brand safety and suitability controls. You can ask them who their Brand Safety Officer is and if they have been certified.
Have a plan for avoiding ads that are inappropriate for your media property and what steps you’ll need to take in the event it happens.