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Marketers Place Ads on Unsafe Sites Amid Brand Safety Concerns

Marketers Place Ads on Unsafe Sites Amid Brand Safety Concerns


The challenges of brand safety have been thrust in the limelight but marketers are feeling the pressure to adhere to brand safety measures, study finds.

Research from Sizmek reveals the extent of brand safety concerns among marketers, with 38% of marketers surveyed admitting to having placed an ad on a harmful or unsafe web page. The study surveyed over 500 decision-making brand marketers across Europe and the US.

While brand safety is not a new problem, the ever-evolving digital world means it has become more of a complex issue. The study found that 64% of marketers are finding it challenging to implement an effective brand safety solution, with 57% stating their current solution is too expensive. Out of the respondents questioned, 64% also said that achieving brand safety on campaigns negatively impacts the performance of that content. Although, 61% of marketers currently have a third-party brand safety solution/partner in place on their digital campaign.

GDPR in the mix

Add GDPR to the mix and matters become more complicated – 77% of marketers predict that the new data regulations will make targeting audiences using third-party data increasingly difficult.

Yet transparency remains a key concern as 63% say Facebook and Google don’t offer enough transparency to brands, and over three-quarters (76%) are prioritising getting more transparency for their digital display inventory.

Who is responsible for ensuring brand safety though? According to the research, 37% say that pressure sits with the brand itself, whereas only 24% believe that the primary responsibility should lie with demand-side platforms and other ad tech vendors.

“The digital media ecosystem is complex and fragmented, so it is no surprise that marketers are prioritising efficiency and transparency from their partners,” said Hardeep Bindra, VP of product management and real-time decision services at Sizmek.

“These survey results confirm what we’ve been hearing from our clients about simplifying the supply chain and the challenges they face with brand safety and a complicated vendor landscape,” continued Bindra.

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Joele Forrester

Joele Forrester

Joele is a journalist at PerformanceIN reporting news from the world of performance marketing, while also reporting live at events, writing feature articles and interviewing key industry players.

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