For advertisers, brand safety should be a given, but a variety of factors of digital media — including the power of Google and Facebook — make it difficult to deliver on consistently, according to Joe Barone, managing partner for brand safety in the Americas
“Brand safety has been an issue in the advertising industry as long as there has been advertising,” Barone said at last month’s Digiday Media Buying Summit. “An ad should be seen by a real human, who is in our client’s target, in an appropriate contextual environment. It sounds like something that should be table stakes. More and more of our clients are expecting this to be table stakes. In a digital ecosystem, it’s sometimes difficult to deliver on this objective.”
In our latest session, Barone discusses the role of brand officers, educating clients and more.
Listen to the Podcast here