Brand Safety is a Brand Authenticity Problem

Marketers know that in a world of globalized competition, consumers are one click away from choosing a different product or service. Taking a stand can help brands appear righteous and earn consumer loyalty, which is why brand safety scandals necessitate a massive and speedy PR response. However, responding to or apologizing for such scandals can only be perceived as authentic the first time around—not the second time, and definitely not the third. The endless cycle of brand safety scandals reveals one of two things about today’s brands—they’re either lemmings, or they don’t really care about brand values.

TRUSTX Takes Aim at Opaque Programmatic Trading Practices

The lack of transparency in the programmatic space has finally reached a tipping point. According to a survey on the state of programmatic media buying, conducted by Digiday, 27% of media buyers say the greatest concern they have with programmatic advertising is the lack of transparency. While many players in the space are claiming that their hands are tied, and agencies continue to push back against audits, upstart technology firms are carving out niches as leaders in the push to bring trust into programmatic advertising.

Years After YouTube-Driven Brand Safety Crisis, Consumer Concerns Remain

A whopping 60% of consumers surveyed by mobile ad tech firm AdColony say they still see content on Facebook that is damaging to brands, and 49% say seeing appropriate advertisements in proximity to harmful content negatively affects their perception of proper advertisers. That’s the most provocative finding from a survey that indicates the brand safety issue is far from resolved in the digital advertising ecosystem.

Street Fight Daily: Instagram Prototypes Giving User Location History to Facebook; Ideal Ad Time—6 Seconds?

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Instagram Prototypes Handing Your Location History to Facebook… Street Culture: Vendasta’s Intention Behind Job Perks and Fun at Work… Six-Second Ads: It’s All About Context…

Nucleus Claims It Now Has Throw Weight to Outperform Platforms on Ads

Google and Facebook have dominated digital advertising in this decade. But now, two-year-old Nucleus Marketing Solutions says it has the throw weight to tip the balance against the big search and social platforms.

SendtoNews Aims to Guarantee Brand Safety for Advertisers

Publishers like Facebook and YouTube often cause consternation for advertisers over brand safety. Content delivery and advertising company SendtoNews promises to change that state of affairs with its service. “We’re completely brand safe,” said CEO Matthew Watson.

Accidental Ad-Blocking: The Brand-Safety Snag that Advertisers Can Fix

When it comes to ads that brands want to publish on the web as well as in-app, there’s a brand-safety technology snag that many advertisers don’t know about — and it’s costing them in-app impressions. Think of it as accidental ad-blocking.