Why Brand Safety Measurement Standards are Failing Marketers
With 85% of consumers feeling that brands bear responsibility for ensuring their ads run adjacent to content that is safe (DV/Harris Poll), following a year of social disruption involving a divisive presidential election, racial injustice, and COVID-19, it’s no surprise that brand safety is a top priority for marketers.
But, the ways in which brands are approaching brand safety measurement are wrong — especially as we enter into an online world driven by the creator or “passion” economy.
Today, brand safety standards rely on traditional tools like keyword lists and generic API solutions. While these standards effectively offered a means of brand safety in the 2010s’ attention economy, which centered on static editorial content that was grammatically sound, structured, and tagged with meta information that assisted these tools, they are now unequipped to handle emerging online conversational communities, social networks, chat platforms, forums, and blogs that are all powered by user-generated content.
