How Advertisers Can Pursue Brand Safety without Avoiding Sensitive News Content

Advertisers blocking all potentially sensitive content is a raw deal for advertisers and publishers, says Rachel Tuffney, EVP of US operations at Dianomi. Publishers need advertiser support for serious stories. Advertisers need to be able to tell their own stories without avoiding 50% of serious news platform content and without blocking stories that may actually resonate with the brands they want to build.

Tuffney spoke to Street Fight to elucidate the trade-offs on this issue and explain how brands can be safe without blocking all sensitive content. 

Brand Safety During Rapidly Changing Times

Our country has gone through several critical moments in recent history, navigating our way through a pandemic and undergoing a racial and cultural revolution. We’re seeing support from individuals and organizations large and small, but we’re also starting to see some tone-deaf content or misaligned messages as well. With everything going on, brand marketers need to be present and smart in regard to where their messages go and what they’re saying.