That's according to a new study from out-stream video advertising platform Teads.
In response to brand safety concerns over the past six months, nearly six in 10 US CMOs surveyed in November 2017 said they've increased their spending on channels that can prove they are brand safe, and almost as many respondents said they've reviewed their agency relationships.
Nearly half of CMOs polled also took a closer look at supplier relationships. And many didn't just review their partnerships, they also demanded more transparency from the agencies and suppliers they work with.
Others took a more hands-on approach than they may have done before. Roughly four in 10 said they now have a more direct involvement in the way their digital strategy is executed.