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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- 60 percent of those surveyed professionals said that they consider brand safety to be a serious problem for their marketing efforts.
- Today’s most effective image recognition technology can analyze and identify objects like brand-unsafe images such as nudity, violence, or even a competitor’s logo with an extreme degree of accuracy.
- 21 percent of marketing professionals are using image recognition technology to protect themselves against a brand safety threat. Are you one of them? Take our quiz and evaluate your risk.
- Over the past year, social media platforms have opened themselves up to far more third-party measurement, making it easier for agencies and vendors to observe where ads appear on the platforms. The industry has taken notice.