Advertisers are responding differently to the latest brand safety snafu on YouTube. To reconcile both the risks of appearing against inappropriate content and rewards of advertising to more people on YouTube, advertisers are becoming more proactive when it comes to managing whitelists and blacklists.
Angus McLean, Director of Digital, said:
Advertisers are introducing clauses into their contracts with agencies that state that they will pay only for ads that meet their brand safety targets. These criteria are increasingly being built into agency-performance-related fees or bonuses.”
Download here a copy of our report: Brand Safety in the UK: Willing to risk it? A report on Brand Safety and advertiser preference.
Read the full article in Digiday here.