Continue reading "Publishers’ Secret Weapon Against Facebook & Google: Brand Safety"
By now, you know about the recent brand safety crises surrounding Facebook and YouTube, where brand ads were displayed alongside controversial or inappropriate content. There’s been no shortage of backlash. In fact, the anger among marketers was so great that YouTube lost five percent of its top advertisers before its most recent NewFronts course-correct instilled enough confidence in marketers to rethink abandoning the platform altogether. In the wake of this controversy, publishers are presented with a unique opportunity to capitalize on the increasing importance of brand safety and credibility. They’re now in prime position to attract advertisers over many powerful competitors. Publishers can lean on promises of brand safety to calm the nerves of buyers, and win business over the biggest social platforms. But what does marketing brand safety look like, exactly? What tactics and approaches can be emphasized? Here are the top ways that publishers can present themselves as