‘You can’t be hands off the wheel’: Is brand safety a ‘shared issue’?
With concerns over brand safety on social media and in programmatic advertising re-emerging, are brands, platforms or third parties responsible?
Brand safety concerns have been ramping up among marketers over recent months.
Some are wary of advertising on X, formerly Twitter, after Elon Musk’s lawsuit against the World Federation of Advertisers (WFA) led to the dissolution of the Global Alliance for Responsible Media (GARM), while reports reveal advertisers are spending millions of dollars on low-quality ad placements that violate brand safety standards.
For the first time, Kantar included brand safety in its Media Reactions report, with Google claiming the top spot for brand safety at 39%, according to the 18,000 consumers surveyed, a shockingly low figure for the category leader.
This raises a critical question: Who is ultimately responsible for ensuring brand safety? Brands, platforms, media owners or third-party partners?
