The explosion of user generated content and emerging technologies, such as generative AI, have made it increasingly difficult for enterprises to guard against objectionable content being placed alongside their advertisements. Ensuring advertisements are placed alongside content that is legal, non-offensive, and contextually relevant requires an active brand safety effort.
Failure to address brand safety issues effectively results in both perception and monetary costs to the brand through erosion of brand values, loss of customer trust, leakage of advertising budget and legal penalties.
This report equips marketing leaders with a list of brand safety practices and provides guardrails to identify suitable providers.
Scope:
Service: T&S and marketing services
All industries and geographies
Contents
In this report, we:
Illustrate the risks posed by poor brand safety management
Highlight generative AI’s impact on brand safety
Describe prevalent enterprise practices for brand safety
Outline a framework to identify suitable providers for brand safety management
