|Brand Safety Troubles In Digital Advertising Remind Us That Adjacency Matters Too
In recent months, perhaps even years, marketers have developed a healthy concern for the “safety” of their brands across media channels, particularly digital ones involving user-generated content such as YouTube and Facebook. We have all seen press stories in the UK earlier this year reporting on iconic brands’ ads showing up in front of or alongside YouTube videos extolling inappropriate extremist views. And many of us likely remember reports in the US from a couple of years ago on similar issues where brands, such as some of the biggest beer and personal care brands, had pre-roll ads in front of terrorist recruitment videos on YouTube.
Legitimately, marketers have been wondering whether the world of digital advertising is a safe place for their brands. Particularly in the age of programmatic advertising, where algorithms (or robots, if you prefer) determine where ads are placed and who potentially sees them, marketers are understandably concerned and perplexed.
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This article originally appeared on Forbes.com. You'll find a link to the original after the post.
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