Scott Cunningham: Brand Suitability and Opting-in to Local Journalism

BSO-in-Residence Louis Jones talks with Scott Cunningham, founder of the IAB Tech Lab and a BSI Advisory Board member, about his work with the Local Media Consortium (LMC) and other topics.

What you'll learn:

  • How to effectively and efficiently buy into the digital supply chain by championing brand safety and suitability
  • How those practices of brand safety and suitability are proliferating as brands and agencies develop more mature approaches to safeguarding their brand values
  • What the global COVID pandemic taught us about exclusion rules and their impact on the information ecosystem, local news outlets, and advertising KPIs
  • How we can think about brand suitability when it comes to local journalism and diverse audiences’ access to information
  • How the Local Media Consortium (LMC) helps digital media buyers more easily identify and prioritize owned-and-operated local news audiences
  • How the LMC is lining up to deliver 1 billion ad requests per month

Related links:

Breaking News: Is it Brand Safe?

What is NewsPassID?

Study: Reliable News Sources a Haven for Brand Safe Advertising

Local News Advertising Inclusion List: Impact and Improvement

Don't let brand safety turn a pandemic into a publishing crisis