Continue reading "How Publishers Fought Back by Touting ‘Brand Safety’ at NewFronts"
The following piece is a guest post from Jessica Rovello, the CEO and co-founder of Arkadium, which provides interactive content to brands and publishers. Guest posts do not necessarily reflect the opinions of this publication. Read more about MediaShift guest posts here. YouTube and Facebook’s recent ad missteps were on full display at this year’s NewFronts. Publishers looked poised — and eager — to exploit the platforms’ gaffes in a bid to illustrate brand-safety and credibility (especially in the era of fake news), and ultimately lure back advertiser dollars. The event also served as a showcase for the industry to show how it plans to successfully navigate content development and innovation. As always, household names in media flexed their creative muscles and showed advertisers what they have on deck for the coming year. Some outlets — including The New York Times, BuzzFeed, Refinery29, Time and many more — made