A Viewability & Brand Safety Checklist for Buying Digital Media
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 this document, 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, as well as the industry’s responses to date.
