The brand safety crisis one year later

In late 2017, the sky was falling on the brand safety landscape. Amidst a heightened political climate rife with controversial content and consumer data breaches, brands panicked. They pulled ads from prominent platforms, berated social media executives in private calls and begged their agency partners to find a solution.

While the ecosystem is still hazardous one year later, a slew of successful treatments have begun to treat the problem — and in some cases, to over-treat it.

We surveyed 274 industry pros from brands, agencies and publishers to see just how the landscape has been altered — and what brands need to know to protect themselves against evolving threats.

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