Brand safety is a hot topic in digital advertising – and for good reason. Budgets, reputations, and relationships – both with media partners and customers – are on the line when an ad is delivered in a questionable environment. But brand safety isn’t that simple: Yes, one poor placement can cause a PR crisis and greatly damage brand equity, but too many advertising safeguards can stunt a campaign’s potential and inflate costs.
So how can marketers effectively protect their brands while still delivering high impact campaigns?
As a leading, independent provider of advertising solutions, Comscore frequently finds itself discussing this question with clients. We understand that in a complex media environment, brand safety can be hard to navigate and can mean something entirely different from one brand to the next.
With that in mind, here are our five key steps to achieve effective and efficient brand safety:
To learn more about Comscore’s marketing solutions and to see how you can improve your approach to brand safety, please contact us here.
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