Adam Foley argues that misguided advertising agencies are overlooking quality media opportunities by allowing brand safety concerns to dictate where ads are placed, ultimately sacrificing relevance for fear.
Despite a century of ads in news media, the rise of the brand safety narrative has reshaped ad placements, making brands hesitant to associate with mainstream news due to fear of negative associations.
The origins of the brand safety movement can be traced back to scandals like the YouTube incident in 2017, which thrust the issue of ad placements in unsafe contexts into the public eye.
Foley reminisces about the chaotic aftermath of the YouTube scandal, showcasing the frantic response from media agencies as they grappled with the reality of ads appearing alongside objectionable content.
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