At first glance, this data point gives the impression that marketers’ concerns over brand safety are waning. But that’s not exactly true, according to Phil Schraeder, GumGum president and COO.
“Fewer marketers see brand safety as a serious problem because everyone operating in the advertising ecosystem has taken steps to confront the issue,” he said.
Multiple studies show advertisers remain concerned about brand safety. In a 2018 poll of advertisers by Oath and Advertiser Perceptions, 99% of respondents said they were concerned about brand safety. Just over a third of the US digital media professionals surveyed by Integral Ad Science said that brand safety will become a greater concern this year.
“Marketers are more concerned about brand safety now than they were a year ago because they are finally paying attention,” said Carly Carson, account supervisor for paid social at ad agency PMG. “Marketers are finally opting for a brand safe environment, rather than just scale or impressions.”