Regardless of media channel, the onus is on the advertising community at large, to maximize the benefits of the digital media supply chain while protecting the integrity of our brands and ensuring our investments are smart. Over the past two decades, online investment has grown exponentially which has led to important conversations around quality and value. Since the original release of the Brand Safety Guide, there have been significant efforts made by industry to deliver frameworks and tools to ensure advertisers stay clear of unsafe digital ad inventory. With emerging trends in the use of social media and an array of difficult news stories arising over the past few years, the industry has been kept on its toes. Brand safety for example, has seen a shift in its definition and continues to create challenges for advertisers. This updated paper will cover off some important developments in the areas of concerns as well as the industry’s responses to date.
As the landscape changes, we will continue to update the guide to reflect emerging technology and eco-system updates. As we move towards advanced contextual and cohort-based addressability, we will see enhanced capabilities on the Brand Safety front and look forward to keeping the industry informed.
If you are interested in participating in our Contextual Advertising Working Group, please contact us for details.
IAB Canada is looking forward to an upcoming presentation hosted by the ACA on March 31st at 11:30am where Sonia Carreno, President of IAB Canada will join Derek Bhopalsingh, Vice President – Precision Marketing & Data Sciences, Wavemaker Canada in a discussion providing overview on tools and practices that are available to advertisers to ensure ads are adhering to the highest standards and delivering optimal results.