Tom Pickworth discusses the ongoing brand safety crisis in advertising, emphasizing that advertisers' fears of reputational risk are crippling investments in news content. With the rising complexity of custom safety segments, nearly 40% of inventory is ring-fenced from cautious clients. The author calls attention to the misguided application of keyword blocking, which oversimplifies safe advertising at the cost of missing out on impactful campaigns. Despite industry pushes for change, many remain hesitant to embrace news media for advertising.
Current approaches to brand safety see publishers often using complicated custom segments that have been refined over time to resolve safety issues.
The discussion about brand safety in advertising has rarely been out of the headlines, affecting the investment in publisher-produced content.
Collection
[
|
...
]