Insights for adopting a modern approach to brand safety

Insights for adopting a modern approach to brand safety

The events of 2020 have shown advertisers and brands undeniable proof that the way we’ve done advertising for years has limitations that impact the effectiveness of ad campaigns. The legacy brand safety practice of blocking is an all-or-nothing approach that reduces available impressions on high-quality content that actually is safe, as we found in the early days of the pandemic.  Shifting focus from safety to suitability The industry has been working to address the problem of brand safety, which led to the formation of the Global Alliance for Responsible Media (GARM) and development of the GARM Brand Safety Floor and

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Report: How modernized brand safety targeting of News can unlock advertising opportunities

While the online ad industry has grown exponentially over the years, so has the importance of brand safety targeting and standards. Most recently, this has included brands manually adding to legacy avoidance strategies that have led brands down an over-restrictive path avoiding entire categories such as News.  Brand safety and blacklists: an outdated

Black Friday and Cyber Monday mark an influx of major consumer holiday spending

Experts on Black Friday/Cyber Monday predict that this year will be Bigger than previous years. Forecasts are coming in over $140 billion, with e-commerce sales growing from 14% to 18% – an increase to the 11.2% recorded in 2018. Shoppers are expected to spend close to $1,500 per household during this holiday season.