4A’s Forms Advertising Protection Bureau, Where Media Agencies Collectively Tackle Brand Safety

Big advertisers continue to find their ads running in unsavory places on the internet, so they’re putting on a show of force.

Increasingly, rather than relying on media partners or third parties to keep their brands safe, marketing companies are appointing executives or even full teams dedicated to solving these challenges.

GroupM established a dedicated global brand-safety practice back in 2016. Now others, including Bank of America and IPG Mediabrands’ UM, have recently followed suit.

“Clients are always talking about brand safety, and that’s not something that’s going to go away,” Joshua Lowcock, UM’s newly appointed global brand-safety officer, told Business Insider. “We’re trying to get ahead of the curve because it’s not a client or marketer-specific issue — it impacts the whole industry.”

Read the full story at Business Insider.