Blogs

programmatic-advertising

Top 3 Reasons to Invest in Programmatic Advertising for FMCG Brands

Leave a Comment / Blogs /

We’re all living in times of pandemic, with the virus having a palpable impact on consumer behavior, media houses, agencies, and businesses alike. Marketing strategies and planning which seemed relevant two weeks ago may come off as jarring today. Marketers cannot simply ‘set-it-and-forget-it’. It has become more critical for brands to interact with their audience in innovative and non-intrusive ways. There are only a few channels available at a brand’s disposal to communicate with its audience in the current times. Not only this, the messaging and the creative design have to be structured in a way that maintains a healthy balance between ‘brand recall’ and does not appear to capitalize on the global pandemic. The solution is to adopt new technology with Programmatic advertising topping the charts. One such technology puts the control of spending in the hands of the marketer/advertiser. Businesses ranging from large enterprises to SMBs have wide adoption and an increased appetite for data-driven strategies, thus paving a successful growth and optimism for programmatic advertising. They are using the platforms more frequently to reach consumers who spend more time inside and online. Programmatic advertising has become the proven tool to garner customers’ increased engagement and awareness for FMCG brands. Personalization is the word of the decade, leveraging programmatic data; brands can use these data points to generate highly personalized content for their consumers. For FMCG brands, it is all about catering to consumers’ interests and affinities. Having laid the foundation, let us move on to understand further the top 3 reasons to invest in programmatic advertising: Relevant and Contextual ad settings A significant chunk of the population uses ad-blocking tools to avoid being bombarded with unwanted and repetitive ads. Offers that long expired; adverts that serve no purpose to the user, event passes that have already been bought, and many more such advertising cases are rampant, thus neglecting a consumer’s privacy (ultimately making them lose trust in the brand). In the case of programmatic advertising, the platform uses CRM and customer loyalty data to increase relevance, thus ensuring that the ad reaches the intended audience. Using native ads to create a positive experience for a user mimics the look and feel of the web page, thus bringing contextual alignment to the ad being served. Ads served in a Brand Safe Environment. Brand safety has lately become a topic of discussion on a global scale. A primary concern and a nightmare for brand managers, they have to constantly be wary that their ads are not displayed next to objectionable or offensive material that can compromise the brand. Programmatic advertising helps in reducing the likelihood of such instances and keeps a check on the ad being shown at unwanted places, thus increasing brand safety. The platforms have specialized teams to screen ad inventory and remove objectionable ones. Ad-Fraud Reduction Ad fraud has been a challenge that haunts businesses and marketers alike. A significant chunk of display ads is lost to unwanted and invalid traffic, thus wasting the ad budget. In India, where advertising is a significant industry, the ad-fraud rate is even higher. Investing in programmatic advertising helps eliminate ad fraud cases by giving the publisher complete control on the targeting parameters such as geography, interest, audience, etc. The platform can also block bots and other types of fraud, thus reducing budget wastage and giving value-driven and focused results. Programmatic advertising does not eliminate ad fraud because the platform makes a decision (based on several predefined criteria) in less than a second. Since humans cannot monitor such a rapid decision-making process in real-time, such campaigns may be susceptible to ad fraud. But programmatic advertising becomes the go-to choice vis-à-vis traditional advertising to reduce the possibility of fraud. With the recent announcement of Third-party cookies exiting, programmatic advertising will inherently see advancements in technology, become more sophisticated, a shift in ways the audience is targeted, and brands are getting more innovative to ensure transparency with the consumer by seeking effective and efficient solutions to interpret online consumer behavior better. This being said, programmatic advertising is the future of digital marketing to ensure optimum budget utilization and enable a data-driven automated approach to marketing.

Top 3 Reasons to Invest in Programmatic Advertising for FMCG Brands Read More »

fraud-solution

Top 3 Cost Benefits of Using Ad Fraud Solution in BFSI Sector

Leave a Comment / Blogs /

Make most out of your ad spend Among a plethora of challenges faced by a brand and a marketer, ad fraud makes it to the top of the battle list. This battle is real- the bots eating up the digital ad impressions and burning a hole in the effectiveness of ad spending. What’s the outcome? The advertising has no effect on your business and money spent on ads goes down the drain (well, to the bots). Studies indicate that 25% (maybe more) of ad clicks are fraudulent clicks which means that brands and marketers pay the fraudsters one out of every four times when an ad has been clicked. Not really the most effective way to spend money on advertising, right? So where and how does an ad fraud solution help your business? In the BFSI sector, the number of transactions and requests that have to be looked at and analyzed are in millions. It’s no surprise that the marketing departments of the brands in the BFSI sector are becoming a hide-out for fraudsters cashing out the ad budgets. With high incentives and minimal chances of being caught, these fraudsters are feasting off the spending while the businesses deal with the loss. Here we list the top 3 cost benefits of using an Ad Fraud Solution to make the most out of your ad spend. 1. Ad Spend Optimization Although it’s been a subject of debate regarding the total cost of ad fraud‘s impact on business. (Debate whether if it’s higher than the stated value, imagine the plight!) According to studies, the bucks are set at a whopping loss of $87 billion by 2022. Now imagine betting against the odds of losing 25% of the ad revenue to fraudsters and scammers. An ad fraud detection solution helps in reclaiming a business’s lost spending thus giving a better and more accurate clarity on obtaining lucrative results on the campaign by pinpointing lagging indicators, diagnostic metrics, and identifying leading indicators of a campaign, among others. The tools cut through external noises and help a marketer to have a focused viewpoint rather than giving a myopic view. 2. Improving Your Metrics The digital age is running on data as its fuel. From big to small businesses, big data and analytics are leveraged to provide a solution and improve performances. An ad fraud solution helps in reducing fraud by providing the marketer with clean data to determine and help formulate strategies and solutions for online ad campaigns. These clean and clear data sets will provide a pathway to optimize the campaigns and give insights into what’s working and what’s not. Thus, aiding in intelligent-data-driven decisions (and possibly convincing C-suite leaders to double up on ad spends). 3. Increased Budgets, Growth, and Revenue Acceleration Optimizing the ad spend by protecting against fraudulent activities (bad clicks, fake installs, fake impressions, etc), ad fraud detection solutions help campaigns generate favorable results by rightfully spending the budget. This means that the 25% of the money which was flowing into accounts of unscrupulous actors are now prevented and utilized to fulfill the objective of the ad campaign. And with the right data churned by such tools, a bigger budget can then be defined to undertake big campaigns. Adding it all, ad fraud solutions thus drive ROI in campaigns, increase demand, awareness which ultimately helps in accelerating the company’s growth. With such tools, expansion is all that matters: in metrics, conversion, revenue, and growth. Moreover, the money doesn’t go to the fraudsters, a win-win scenario! Ad fraud is a problem that is only expected to grow and get worse over time. It has now become more important than ever to invest in the right ad fraud solution tools to safeguard your marketing spending. Request a trial with mFilterIt to see how ad fraud is affecting your business and how can you tackle it and spend your ad budget effectively.

Top 3 Cost Benefits of Using Ad Fraud Solution in BFSI Sector Read More »

fraud-impact

Is Ad Fraud Impacting CMO’s Performance?

Leave a Comment / Blogs /

Is Ad-fraud responsible for shrinking CMO tenure? With digital spends cross over 50% of the total media spends, inefficiencies like ad-fraud will hit their potential as well as the performance. Recently, executive search firm Spencer Stuart revealed an interesting insight about the shrinking tenure of CMOs reaching to 40 months, lowest since 2009. In sharp contrast the tenure of a CEO reached an all time high of 80 months. So, one wonders what’s going wrong with CMOs when the ‘captain of captains’ – CEO is stable. The answer perhaps lies in the fact that Ad-fraud is not only impacting the marketing spends but also adversely affecting the performance of the CMOs as well. We have already entered into the third era of digital marketing where it is now more than 50% of the total market spends across various mediums. As the digital spending as a percentage of total media spends keeps on increasing, any inefficiency or weakness in the value chain will not only restrict but retard the growth. Overall, ad-fraud and adjacent inefficiencies waste 6-9% of the total digital spends, while on performance marketing it results in almost 30% spends without any returns. Tracing the journey of our clients, we have noticed how the digital marketing mix is switching in favor of performance marketing than brand marketing. Some 3 years back, performance marketing would constitute just 20-25% of the total digital marketing spending, which is now in many cases over 55%. So even if for argument’s sake, we say that ad fraud only happens in performance marketing, its impact on the overall digital spending is only increasing. This is nothing less than a nightmare for any marketer including the captain – the CMO. In digital, the results should be delivered in real-time. At the same time, many CEOs are still catching up with the nuances of digital. This sets off wrong expectations when they see results not coming up quickly as is inherently attached with the digital. As a result, CMO has to take responsibility. For the CMO, it will take some time for the entire CXO suite to understand that even in digital things don’t happen overnight and in real-time. However, what definitely can be plugged in is the inefficiencies that ad fraud results in. Otherwise, the CMO is going to be questioned every time inside the boardroom as well as otherwise about the return on ad spends over digital. By taking cognize of ad fraud a CMO can instantly reduce wastes on performance marketing in the range of 25-30% translating in improvement in overall return on digital marketing by another 6-8 percent points. CMO has become a change agent as well as a business officer with digital getting more prominence. A CMO today not only drives return on marketing but also brings in leads, sales, and eventually revenue. So if there is no clean and safe medium to market digitally, the results will always be interpreted as underperformance of the function as well as the individual. This is what will continue to create turbulence in the marketing functions of any organization and we will see CMOs departing the CXO suite more often than any other CXO.

Is Ad Fraud Impacting CMO’s Performance? Read More »

changing-role-of-marketers

Changing Role of Marketers With Respect to Brand Safety

Leave a Comment / Blogs /

Addressing the skill gap in the digital ecosystem with the rise in cyber threats. Brand Safety Officers – The New Career Choice We’re living in a world of connected technologies. With social distancing norms in place, digital has become the new way of connectedness. From our daily routines to spending habits, social interactions to travel aspirations, digital adoption has become the new normal and will remain in times to come. The shift towards digital has also caused a significant disruption in how brands approach their customers. The 24X7 online culture has given rise to the fact that more and more people are looking for products and services online, thus showing the scope of growth for businesses. Brands are now increasing advertising budgets to reach more and more customers. The onus now lies with the brands and CXOs and the marketers and brand custodians to implement strategies to leverage the opportunity to increase sales and brand visibility effectively. However, the 24*7 online culture has also increased the online threat landscape. Long gone are days where marketers had to justify the ad budgets based on the impression, reach level data, sales conversion, etc. In present times, they’re marred with more complex challenges like brand infringement issues (fake websites, counterfeit products, fake customer care numbers), ad-fraud issues (bot traffic, fake installs, geo-location fraud), and brand safety issues. These issues have brought a significant skill gap in the digital ecosystem – understanding brand safety components in marketing and advertising. The traditional capproach talks about impressions and reaches data across the marketing funnel. Covid19 has disrupted this conventional approach by citing challenges of advertising environment and brand safety components. Is your content placed in a brand-unsafe environment like adult content fake news? Are you validating impressions and reach level data- fake users, bot traffic, fake installs? What checks and balances do you consider as a marketer concerning brand safety? Brand Safety and infringement directly affect the ROI of brands. One negative news about the brand now hurts the goodwill, revenue, and brand experience. Building trust and relationships with your customers is paramount in times like these. Marketers need to adapt themselves with skills that look at the entire gamut of marketing in its true sense, which captures brand safety, addresses ad-fraud, thus utilizes the ad budget efficiently. This new breed of marketers can aptly be called Brand Safety officers. Banking upon trust and addressing the changing role of marketers, mFiltrerIt takes pride in re-launching its Ad-fraud and Brand Safety certification program, which adds value and confidence to the digital ecosystem. The program has been designed in a multi-tier structure that will empower professionals across the hierarchy with the requisite skills and knowledge. Adding trust to digital is the future forward for marketers. It’s about a time when marketers and brands should consider where the ads appear and think about the ad’s surrounding environment. When the customers can differentiate between safe and unsafe settings, why shouldn’t marketers and brands address the same? A meaningful and substantial experience is what your customers require. Today’s marketers should deliver to the customer experience keeping brand safety in mind and equipping themselves with the skills that will add value to the organization marketers work for and better their career progression.

Changing Role of Marketers With Respect to Brand Safety Read More »

brand-keyword

Are You Looking for Your Brand Keywords Manually?

Leave a Comment / Blogs /

Are you searching for your brand name and brand keywords on Google manually? Trying to find who is bidding on your keywords or trying to analyze your competitors and affiliates? Do you also ponder upon how your and your competitor’s ad is placed on the google search engine? Well, it is fairly common that your competition is using your brand keywords and is taking away a part of your organic traffic. In fact, your affiliates are also using your brand keywords to run your campaigns while charging a heap of money and end up stealing your organic traffic. But that’s not all, there is much more you could possibly lose, other than organic traffic loss, you’re significantly paying twice as much for acquiring a user and your bidding cost is hitting the sky which is further making your marketing budgets go for a toss. But, have you wondered why is it that you are paying twice for acquiring a user? You are already bidding on your keyword to acquire a user and when the affiliate uses your keyword to show an ad, the user lands on your website by clicking on an affiliate’s ad with your brand keyword, you are then paying your affiliate again for the same user. Why is your bidding cost hitting the sky? It’s not just you bidding on your brand keywords, your competitors and affiliates are also sailing in the same boat and bidding on your brand keywords, which in return is making your campaign budgets bleed dollars. Save yourself time and money – You could simply solve this Today in the world of ML, AI, and IOT, automation is the solution. You just need a course of action to track your keywords on different search engines and free yourself from the manual & half-cooked information. Brand Safety solution from mFilterIt has a ‘Search Abuse’ solution through which you can run through the ads of your competitors who are using your brand keywords. You can dive deeper into your competitor strategy by knowing their whereabouts, in terms of locations and time. This information helps you optimize your campaigns. This solution also gives you campaign insights that are being run by your affiliates, using your brand keywords. You can control your bidding cost by asking your affiliate to not use your keywords. Besides that, you could see the ad copy of the affiliate to have a look if the ad is conveying any misleading information about your brand. All of this requires no integration which means, the solution runs on its own to give you the information that will help you make better marketing strategies and control your keyword biding cost.

Are You Looking for Your Brand Keywords Manually? Read More »

affiliate-marketing-fraud

Facts That Brands Need to Know About Brand Safety and Affiliate Marketing Fraud

Leave a Comment / Blogs /

Affiliate marketing fraud can damage brand reputation, increase advertising costs and generate client chargebacks. The last few decades have witnessed a drastic evolution in affiliate marketing, for it has matured beyond what brands and marketers would have imagined in the past. It has become the most sought-after way to advertise the brand, generate traffic, and attract customers. Affiliate marketing has methodologically evolved as a sophisticated channel backed by intelligent analytics proving its value by acting as an omnipresent channel at all customer touchpoints. But being omnipresent has its unique set of challenges when we talk about brand safety and digital fraud. With the increase in affiliate marketing popularity, the chance of encountering fraudulent activity also increases, thus damaging the brand in many ways. The trouble comes when the affiliates’ actions are being paid for are fake, but real commissions are paid out to fraudsters. This drains the marketing budget and puts a brand reputation at risk by getting involved with wrong affiliates and hurts the overall campaign for a brand. Every brand needs to ensure that brand safety is the core tenet in their partnership with their affiliates. The reason is that the customers engage with the brand through partners, but they place their ultimate trust in the brand. The partner’s wrong positioning of the brand (luring customers on the pretext of fake coupons, redirecting to adult sites, stealing information) may damage the brand considerably. Monitoring and prevention of fraud, including affiliate fraud, should be the top priority for any brand. While brands have much to gain from the symbiotic relationships with their strategic partners, monitoring the same should be an always-on process employing both automated and manual action. The How Any affiliate link which leads a consumer to unseemly domains can misrepresent the brand in the wrong limelight. The brand reputation is at risk, but other consequences also arise in terms of excessive spending because fraudsters are gaming the system and cannibalizing other channel efforts. In some cases, the court ordered a brand to pay $12 million in restitution for indulging in affiliates who intentionally promoted their products on fake sites with false claims and free offers that never materialized for users. In many cases, counterfeit actions are generated by bots that direct a computer to another site, fill a form, or even purchase a product, mimicking human behavior. This is also called Click farm, another tool used by fraudsters in affiliate marketing. Brands take them as precious affiliate partners in today’s era of social media influencers. Little do they know that not all influencers are equal or accurate. Influencer fraud means that when fraudsters have inflated their numbers (followers, engagement numbers, etc.) to portray themselves as lucrative partners. They tend to charge high premiums for promotional ads, but the outcomes are not significant because their followers aren’t real. To conclude, the only prevention of affiliate marketing fraud is early detection and stopping fraud before it causes significant damage. Investing in fraud solutions and tools helps bridge the gap and generate insights in real-time by validating affiliates and eliminating fraud.

Facts That Brands Need to Know About Brand Safety and Affiliate Marketing Fraud Read More »

burning-ad-fraud

Burning the Ad Fraud Fat from Digital Advertising

Leave a Comment / Blogs /

mFilterIt’s Quick Guide for Marketers Ad fraud is just like bad fat in the body. It unnecessarily makes things look ‘healthy’. At the same time, it results in other lifestyle diseases just like obesity. To manage it and make sporty campaigns, here is a quick guide from mFilterIt based on excerpts of best practices implemented by it across some of the leading digital advertisers globally. Extremely good or bad performance are both indicators of ad fraud. Analyze the performance mix of the campaigns and get a deeper audit done if the results are too good to believe or too bad to absorb. There is no single medium that is fraud-free. Do not switch from one medium of advertising to another to combat fraud. Achieve higher integrity of ads within the existing mediums of engagement otherwise, there will always be a fresh learning curve to uphill. Ad fraud is not just about losing money. Similar to obesity, it results in other ailments like Brand Safety issues. Do monitor the placement of the ads and the relevancy of channels being engaged. The quality of the campaign is also to be monitored. Changing the model of engagement will again not result in tackling ad fraud. Irrespective of the model on which campaigns are running – CPC, CPCV, CPL, CPS, etc., fraudsters can trick ad fraud. In fact, the tougher the metrics to qualify, the higher the motivation to fraud. Engage with partners who understand ad fraud. Do not go by the disclaimer that there is no ad fraud through a particular partner. Evaluate if the partners are being checked and have ad-fraud specialists who are certified for it. Encourage your teams to understand ad fraud. Organize cross-team workshops for awareness of ad fraud as this impacts digital marketing function as well as other functions. It does have an impact on revenue, sales, procurement, and others as well. Check every element of an ad. Reassure yourself about the compliances and brand guidelines being followed by partners while designing ad-creatives, content, etc. Brand infringement is not only about wrong information about your business and products. It is also about selling fake/counterfeit products and services which could result in legal hassles for your brand. Watch out for any brand infringement in the digital space in real-time. Organic stealing not only makes you pay unnecessarily someone else hijacks the attribution. It also demotivates the internal digital team as their good work goes unnoticed. Track who is bidding on your brand keywords and diverting traffic through them. The above action points will help marketers to effectively manage and curtail ad fraud, brand safety challenges, and the growing brand infringement problems. However, strategically the best practice is to address ad fraud with an open mind rather than going with the hypothesis that no ad fraud to possible. This can then be audited and validated by a mix of home exercises and a professionally run ‘gym’ to burn the fat and have a sporty, strong, and good-looking campaign, which will fetch great results.

Burning the Ad Fraud Fat from Digital Advertising Read More »

brand-safety

Why Brand Safety is an Immediate Concern in India?

Leave a Comment / Blogs /

Brands have to repeatedly reach out to the same set of users, and they need to live up to their reputation to knock on the same doors again and again. The Indian broadband subscriber journey has been incredible over the past decade. By the end of 2020, India had over 747 million broadband subscribers over wireless and wired mediums as against a mere 10.92 million in December 2010. The threshold for defining broadband has also doubled from 256 KBPS to 512 KBPS. These broadband subscribers have become synonymous with Internet subscribers in India as narrowband technologies contribute insignificantly to the subscriber base. For digital marketers, it’s great news that our Internet users are increasing and at the same time have broadband access where they can consume a lot of content as well as immersive ads. So, not only textual simple ads can be served, but brands can serve video and other rich multimedia ads also. In 2016, when the widespread uptake of cellular broadband started in India after Jio commercially launched 4G LTE services, other operators like Airtel and Vodafone were pushed to quickly launch 4G services. We have seen many redefining moments in telecom since the entry of Jio. But what is a matter of concern is we are adding up new subscribers at a declining growth rate. For instance, in 2017 we added 54% new broadband subscribers while fell to 13% in 2020. This is expected behavior as we are achieving complete coverage of the population in India through digital services. For digital advertising, there is an important implication to understand. Somewhere, we are okay to have inefficiencies in digital campaigns. Generally, we would make a mass outreach and expect certain industry norms-based engagement rates. Many marketers are fine with 2-3% CTR, which means for every 100 people reached, we expect a tangible outcome only from 2-3 people. Now with this approach, we could afford the churn. Most likely, as 97-98% would not engage beyond a point, it would also hide the BOT engagement. Hence, ad fraud. Similarly, if anyone in the audience would not engage because of any brand safety issue, it would not make much of a difference earlier. The reason was, that there were still a lot of audiences available in subsequent campaigns with the overall digital user base growing in India. But now, this place is saturated, and we don’t have much room left to add more new users. This means every time a campaign would be served to more or less the same audience. In this case, achieving the highest degree of Brand Safety with campaigns becomes very important. This will ensure that the audience being served with campaigns does not form a wrong perception about the brand which will discourage and disinterest them from engaging in the future. Even though there is some degree of target marketing using digital mediums, a lot of it still happens through hit and trial and experimentation. This means a campaign manager has to reach out to the same profile many a time with different products and services to gauge the interest beyond as may be defined by key profile parameters. For instance, a specific audience profile might not be interested in a smartphone campaign but may be extremely interested in a TWS earbud campaign. While at the broader level, the campaign audience remains the same, the results of the campaign could differ remarkably. For such instances, an advertiser cannot afford to lose a user basis any distasteful experience that primarily results from a brand safety issue. With the potential digital users hitting a plateau, there is little chance for any advertiser to widen the reach beyond a certain point. It has to nurture its audience without fail and keep them receptive to its campaigns always. The relevancy of the campaign may go high or low depending on other factors that are not defined by the profile. What is important is that the advertiser’s message is received positively and engaged further by a potential buyer to decide accordingly. Advertisers and their agencies, have to realize the importance of brand safety, especially when a new addition to the digital user base is diminishing. They have to jointly ensure that the advertisement elements and the mediums through which they are delivered are brand-safe and do not result in an experience that pushes even a genuine user to discontinue the campaigns as its positioning is negatively impacted owing to brand safety issues like using an inappropriate keyword, insensitive messaging, false promise, or many such cases that panic a brand’s reputation. The digital user base in India will not grow as before giving any advertiser fewer opportunities to get new users to engage every time. They will have to nurture the same set of people and cannot afford to go wrong by creating a bad impression. Earlier, inefficiencies or wrongs in a campaign were offset by targeting a fresh set of users. Now every advertiser and its partner have to be mindful of nurturing the community in a very clean and pure environment. That’s the new hygiene!

Why Brand Safety is an Immediate Concern in India? Read More »

brand-safety

Data Safety: The Future of Brand Safety

Leave a Comment / Blogs /

We are living in a digitized era where trust and transparency have recently become the bone of contention, demanding an evolution in online protection. Advances in technology, internet penetration, and the proliferation of social media have revolutionized advertising and marketing, but also opened the door to a barrage of dangers. From ad fraud to counterfeit products to impersonation, they are all impacting market reputation, declining consumer trust, and hurting the bottom line. Marketers have been working hard to build brands in their consumers’ minds for it is the brand that ignites emotion and leads the consumer to make a decision. From brand awareness to brand protection, marketers and brands are now realizing the importance of taking care of the whole pie and not just a part of it. An extension to brand safety now is ‘data safety’ because brands are now at the risk of facing reputational damage if their customer’s data are not being used appropriately. Toxic data, the shadowy threat which stares right into the brand’s eyes and plans a kill in one stroke. The killer whale: Toxic data Toxic data is the data collected and used without the explicit consent of the consumer. Since time immemorial, the data-driven ad-tech industry has been tracking consumer behavior and collecting personal information without permission. Under the pretext of personalization and accurate targeting, the ad-tech industry today is marred by toxic data. But with changing times, consumers are evolving and are aware of data breaches, understanding data safety, and expect brands to respect their privacy and uphold the trust. The evolved consumer understands that their data is being stolen and when they are served with ads without being asked for permission, this leads to a decline in trust between the consumer and the brand, thus hurting a brand’s reputation. In countries like Europe where GDPR rules are stringent and in India where data privacy laws are being worked upon, it may be safe to say that stealing someone’s data without consent and permission is illegal? Now, is your brand safe if you are indulging in illegal activities? No chance in hell. The basic tenets of brand safety are making sure that the brand is not involved in fraudulent and criminal activities. Customer is king and they should have full control over the data they own and the choice of whether to experience digital advertisement. Not just consent, it should be a trusted and traceable path that does not hamper the relation of the brand with its consumers. Marketers and brands should carefully choose their ad-tech partners and publishers for transparent delivery of ads. Just like it is important to make sure that the ad is seen in a safe environment, it is imperative for brands to ensure that the data they use is safe for advertising purposes. Data safety ensures that the brand is safe from legal, reputational challenges.

Data Safety: The Future of Brand Safety Read More »

Scroll to Top