The True Costs of Ignoring Online Brand Safety

By adageeditor@adage.com (Shelagh Daly Miller)


In 2017, JPMorgan Chase and Proctor & Gamble faced the brand safety crisis head-on.

After its ads appeared next to offensive content, JPMorgan Chase cut the number of sites it advertised on from 400,000 to just 5,000 a month. P&G slashed its digital ad spending by $140 million over similar brand safety concerns.

Were these moves enough? This is the question that marketers need to ask. Now is the time to take a hard look at the true costs of ignoring brand safety.

In 2017, JPMorgan Chase and Proctor & Gamble faced the brand safety crisis head-on.

After its ads appeared next to offensive content, JPMorgan Chase cut the number of sites it advertised on from 400,000 to just 5,000 a month. P&G slashed its digital ad spending by $140 million over similar brand safety concerns.

Were these moves enough? This is the question that marketers need to ask. Now is the time to take a hard look at the true costs of ignoring brand safety.

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Source:: Advertising Age Digital

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