No brand wants to face backlash if one of its ads is spotted with questionable content, and horror stories of this ilk have caused marketers to focus more on brand safety. But how far should they go in scrutinizing every ad placement? eMarketer’s Tricia Carr spoke with Josh Palau, vice president of digital strategy and platforms at Bayer Consumer Health, about how to maintain a reasonable level of brand safety without sacrificing marketing innovation and effectiveness.
