Brand Safety Replaces “Dollar In, Dollar Out” Digital Advertising



Beyond acquisition and click-through performance metrics, brand safety is about aligning digital ad spend on platforms with shared values, experts say at an event on November 16 hosted by the media platform. social Twitter.

“Advertisers realize that measuring return on investment [return on investment] isn’t good enough anymore, ”said John Miskelly, chief investment officer for Asia-Pacific at GroupM, a New York-based media investment firm.

Considering brand security moves away from the genesis of digital advertising, which was “dollar in, dollar out,” Miskelly added. “It was highly accountable – not necessarily responsible,” he said of those early days.

Customers now want to know that they are investing in digital advertising responsibly. “We want to take into account other measures of quality… from an environmental, corporate and social point of view,” he said.

Conscious consumption habits spill over to media investments, said Caitlin Rush, global head of brand safety at Twitter.

“It’s not enough to create tools that allow advertisers to avoid harmful content,” she said. “From a platform perspective, customers want to make sure that we are doing everything we can to completely remove these elements from the platform. ”

Twitter’s holistic approach to brand safety focuses on policies, products and partnerships, Ms. Rush said. Recent developments include:

Brand safety is not new, as brands have always been aware of the context in which they appear, Ms. Rush noted.

“These new platforms created new environments and came with new areas of risk,” she said. “We make sure we are a good partner and listen to the brand’s feedback. “- Patricia B. Mirasol


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