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Why Brand Safety Measurement Standards are Failing Marketers
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

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.