Blacklists and whitelists are overwhelming used as the go-to strategies for improving brand safety.
A research conducted by IAB Europe found that brand safety was the key issue among 90 senior leaders from the digital advertising background in Europe in 2019. According to the report practices like keyword targeting was used by 91% of respondents to enhance brand safety.
Blacklists and whitelists were the dominant methodologies to improve brand safety among 93.8% and 87.8% advertisers respectively. The use of verification processes was also a strategy used by advertisers to curb brand safety issues.
Further, YouTube recently had introduced personalised ad ban recently to strengthen child protection. Townsend Feehan, chief exec of IAB Europe said that “Brands fear the reputational damage that can come with a safety breach and expect more insight into where their ads are running”.
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