Nearly two-thirds of Britain’s top advertisers are exposed to brand unsafe environments

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 27, 2019, 1:00 PM UTC

E-commerce brands are most likely to be exposed to sexually explicit content.

65% of advertisers working with the top 100 brands in the UK are exposed to brand damage, according to a report commissioned by Ebiquity in partnership with zulu5. The report says that e-commerce brands in the world’s third-largest programmatic market are the most vulnerable.

According to the report, while beauty and fitness brands are least likely to fall within a non-brand safe zone, they posed the highest risk of being displayed next to extremist content. While pharmaceutical companies had the most to lose from the “unsavoury associations”.

This article says that Ebiquity suggests that advertisers define appropriate and inappropriate content before applying brand safety standards. Chief executive and co-founder of zulu5, Andreas Gysler said, “Ad misplacement is a serious issue which, if left unaddressed, can threaten the long-term health and well-being of the global digital advertising market.”

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