GARM’s recent “digital brand safety report” highlights the prevalence of sensitive subjects across platforms.
The report relied on self-reporting by social media platforms to provide transparency and insight into how well they police the brand safety services in terms of hate speech, sexual content and violence. The study found YouTube and Facebook were eager to prove that their platforms are safe for brands.
YouTube estimated that in the fourth quarter of 2020, 0.18% of video views violated its community guidelines - with less than 1% of ad impressions originating from these videos. Facebook said that up to 0.08% of posts in Q4 2020 depicted hate speech.
The study found programmatic advertising has furthered brand-safety issues. Channel Factory’s Lauren Douglass said consumers don’t understand programmatic advertising and assume brands are endorsing all content that shows up alongside their ads.
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