Free speech versus brand safety: Musk’s initial statements during his protracted takeover focused on his antipathy toward content moderation and restrictions. In 2023, Musk will “position Twitter as the standard of what the social media landscape ‘should’ look like from a moderation standpoint,” said Diana Lee, co-founder and CEO of global marketing technology company Constellation.
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| Dec 22, 2022
Apple uses safety and security to win over consumers. Birkenstock focuses on education, showcased through a three-part docuseries. And Taco Bell, with the help of Pete Davidson, apologized for “over-innovating” its breakfast menu.
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| Aug 14, 2023
As silly as it might sound, brand safety and suitability equate to that warm, fuzzy feeling you get when you’re comfortable. While brand safety draws a solid line between what’s acceptable and what’s not, brand suitability focuses not just on what to avoid, but what could be a good fit and can amplify halo effects for your brand.
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| Nov 17, 2021
Safety first: The platform has taken major strides toward improving brand safety, including its recent partnership with DoubleVerify. “We are well positioned to build an advertising business focused on privacy and security,” Timo Pelz, vice president of business marketing, told us.
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| Jul 7, 2022
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| May 23, 2022
How should brands navigate brand safety concerns on TikTok? The most important thing brands can do is to be aware that TikTok, like most other social platforms, isn’t immune to brand safety concerns. It’s trying to address them, such as by releasing a report on teen safety and introducing features that filter out content about self-harm and eating disorders.
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| Apr 1, 2022
YouTube’s historical issues with its algorithm’s promotion of upsetting or harmful content is again under the spotlight thanks to Russia’s invasion of Ukraine, raising brand safety concerns. But now, YouTube’s vast TV catalog gives brands a safe space to advertise without fear of their ads running before combat footage or fringe political content.
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| Mar 24, 2022
. … Brand safety: Given that Musk is a believer in free speech with few exceptions, contentious figures like former President Donald Trump, Alex Jones, and Rep. Marjorie Taylor Greene (R-GA) may be back on the platform sooner than you think.
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| Oct 7, 2022
The Tesla CEO has also said he wants to loosen Twitter’s content moderation measures, which has caused many marketers to voice brand safety concerns. The problem: More than nine out of every 10 dollars that Twitter generates come from advertising—and in the short term, Musk may need the advertising world to have a greater interest in running ads on the platform, not less enthusiasm for spending.
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| May 9, 2022
Consequences for platforms: Platforms have routinely struggled to contain harmful content after violent events, causing brand safety concerns and hurting their already-low consumer sentiment during a period of intense competition over digital advertising dollars.
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| May 26, 2022
Insulation from brand safety risks. This benefits both advertisers and publishers. The immense growth in programmatic connected TV (CTV) also contributes to this trend, as most programmatic ad spending in CTV occurs via programmatic direct and PMP deals. Several solutions are in-market to address challenges in inventory quality, ad fraud, and brand safety.
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| Jul 19, 2022
Even if advertisers who care about brand safety move some of their spending elsewhere, many others will stay. The gravitational pull of the second-largest digital ad platform in the US will still be too powerful to resist. Instagram will pull out all the stops to keep younger users in the fold.
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| Dec 3, 2021
I think brands are running away from the platform's toxicity and ineptitude. It's like we think of brand safety as advertisers not wanting their content to be shown around toxic content, but what if the platform itself is toxic? And, when it comes to subscriptions, I don't know how else they're going to make money. Marcus Johnson (12:40):. Ross. It doesn't make sense for X/Twitter.
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| Sep 29, 2023
Does the rise of AI-generated content mean more brand safety issues for marketers? In short, yes. “I think this is going to be a massive problem,” said Bourne, citing the threats marketers face from both inside and outside the company. Internally, AI-generated content will need to be vetted to ensure that it is consistent with branding and doesn’t pose any brand safety issues.
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| Mar 16, 2023
Article: Spotify deals with brand safety issues amid COVID-19 misinformation controversy. Article: Advertisers can now run clickable podcast ads on Spotify.
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| Feb 28, 2022
Gaming’s labor problem could affect its brand opportunities: The industry is experiencing rapid consolidation, but workers are pushing back.
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| May 9, 2022
Its open-source model also makes it susceptible to brand safety issues, which many advertisers suspending campaigns on Twitter are attempting to avoid.
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| Nov 8, 2022
He acknowledged that brand safety is a key focal point—and without making that a major priority, it’s “impossible for [advertisers] to scale investment with us.”. The big takeaway: A few themes have stood out thus far. Despite concerns over inflation and a potential recession, advertisers still very much care about topics such as DEI, inclusivity, and sustainability.
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| Jun 21, 2022
CTV campaigns often have a higher degree of brand safety. Most inventory is delivered against premium video content from broadcast TV, cable, and streaming studios.
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| Feb 10, 2023
Two birds, one stone: Google is putting some ad placement power it usually gives to brands in the hands of consumers in the hopes of both improving consumer sentiment toward advertising and helping those ads reach the most relevant audiences. Multiple platforms have rolled out brand safety features that allow advertisers to select what sorts of topics they don't want their ads to run next to.
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| Oct 24, 2022
Along with its new products, the platform also announced a Brand Safety Hub in partnership with DoubleVerify, as well as broader access to its first-party data that lets advertisers “target, measure, and optimize… without the need for individual trackers.”. Our take: B2B marketing is a safe bet for LinkedIn’s new push into advertising.
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| Dec 2, 2022
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| Jan 17, 2023
Ad verification firms can integrate with demand-side platforms (DSPs) to ensure ad placements meet desired criteria on metrics such as brand safety and filter out invalid traffic. Then, once a purchase is made, these players can measure it to confirm that advertisers received what they thought they would.
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| Aug 5, 2022
The news: As the Russia-Ukraine conflict rages on, video platforms like Twitch and YouTube have seen a deluge of content related to the crisis gain popularity, raising concerns about accuracy, brand safety, and relationships with Russian organizations subject to international sanctions, per The Information.
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| Feb 28, 2022
Musk slashed three-quarters of Twitter’s staff, made only $11 million in revenues from Twitter Blue in its first three months, and allowed a slew of brand safety issues to fester on the platform. While Twitter still allows brands to exercise their voices and communicate directly with consumers via owned accounts, paid ads on the platform may be risky right now.
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| Apr 14, 2023