Programmatic buying has become the de facto method of social advertising for brands and, with that, places them squarely in the face of content landmines that litter the advertising landscape. In today’s world of fake news and the regular cadence of disturbing events, brand safety was arguably the hottest topic at the summit.
When media buying goes wrong and a brand is placed alongside inappropriate content, it can result in major damage to the brand’s reputation. Media buyers need to be hyperaware of the environments they are placing their clients in.
A new swath of tech, tools and controls that allow for third-party measurement are geared toward enabling buyers to make smart choices on behalf of the brands they represent. Likewise, buying ads through suppliers that have direct relationships with publishers allows for verification of the publisher’s inventory.
Advertising in premium environments can help ensure brand safety, but it comes with premium pricing too. For brands, safety is a priority—and most are embracing this new, more conscious buying approach.
The way we buy media will always be changing. It’s important to stay on top of the trends shaping the industry to best serve clients and the brands they represent.