From the lens of OOH: Brand safety, suitability, and compliance

As fears of misinformation swirl in an unprecedented global election year, ad fraud continues to grow, and experimentation with artificial intelligence (AI) raises eyebrows across the ad industry, conversations around brand safety are unavoidable. Advertisers and media buyers are now, more than ever, hyper-aware of the impact a consumer's perception of a brand can have on purchase decisions, as well as brand consideration and loyalty. According to Integral Ad Science research, 75% of consumers feel less favorable toward brands that advertise on sites that spread misinformation.

Brand suitability and compliance are often overlooked or conflated with brand safety conversations. Yet, all three—safety, suitability, and compliance—are crucial considerations for ad campaign planning, especially in Out of Home (OOH) advertising. Understanding what constitutes unsafe, unsuitable, and noncompliant ads in OOH helps develop meaningful dialogues and aids in working with ad tech providers to establish necessary safeguards.

Read at The Drum