Recent revelations that major brands and political parties have inadvertently funded terrorism through their online advertising highlights just how easy it is for premium advertising messages to appear alongside unsavory, and even extremist, content.
The initial furor caused advertising platforms, advertisers, and agencies to sit up and rethink their strategies. Fast forward three months and we’re left questioning whether the industry has become too complacent, too soon? It’s clear that marketers are split on how to move forward – while Marks & Spencer, Aviva, and Pepsi are continuing to withhold adspend from YouTube until guaranteed protection is in place, McDonald’s is one brand that has reinstated its advertising.
One in every 11 ads as susceptible to misplacement, Integral Ad Science found. So how can the industry continue to work together to improve brand safety levels and minimize risk of future exposure?
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