Brand safety has quickly become top of mind for marketers. The concern is for good reason — almost half (48%) of consumers said they would rethink purchasing or even boycott a brand if it appeared next to content that offends or concerns them, according to a CMO Council study.
But it's a problem the industry can solve. To effectively protect the brands they represent without limiting the scale of their digital presence, marketers must understand the brand safety challenge before them beyond the eye-grabbing headlines. Marketers, publishers, social platforms, technology providers, and academic experts have to work together to balance safety and reach.
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