Why Brand Safety Measurement Standards are Failing Marketers

Martechnology17 Oct, 2022Business

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.