Brand safety Whack-a-Mole: Marketoon of the Week
With YouTube’s announcement that it will begin showing ads on all videos, regardless of whether you are in its partner program, we thought this recent cartoon from Tom Fishburne was appropriate.
Fishburne’s take: “Much of the traditional approach to brand safety has been reactive. Tools like keyword and URL blocklists are notoriously clumsy and lack context. As marketers shift from a reactive to a proactive approach, it will be interesting to see how the whack-a-mole game evolves.’
Why we care: There’s no putting the genie back in the bottle. Digital channels require robust monitoring, buying and placement capabilities within the adtech stack. Brand safety, along with fraud and addressability, are all related to protecting the investment made by digital advertisers. A solid adtech partner will do what it takes to maximize that investment by making it a safe one.