"A lot of people sort of know what it is, but there are still some folks that either don't engage with brand safety at all or take a sort of 'set it and forget it' approach which then can lead to the false positives, false negatives in terms of tracking," said Deva Bronson, evp and head of media responsibility for dentsu. This highlights the ongoing confusion and neglect surrounding proper brand safety practices that can compromise marketing effectiveness.
"We recommend that our clients check their settings at least monthly, if not quarterly," said Bronson, emphasizing the importance of regular reviews of brand safety protocols. This proactive approach ensures that brands remain resilient against the ever-changing landscape of digital advertising.
"I feel like 'brand safety' as a term might not be as popular as it used to be," said Megha Parikh, head of strategy at VML. This indicates a shift in terminology and possibly a transition in focus towards more nuanced aspects of brand engagement and protection in digital spaces rather than sticking strictly to the term 'brand safety'.
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