Ebiquity, in partnership with zulu5 have released a new report titled ‘Brand Safety in the UK: Willing to Risk it?' focussed on brand safety within the programmatic advertising market.
The study found 65% of the UK’s top advertisers had been exposed to potentially non-brand safe environments in the first quarter this year.
In response, ISBA’s Director General Phil Smith said:
“We are not surprised by this report, ISBA have been championing appropriate environments for advertisers since 2017. This is an exceptionally complex issue where there are few black and white definitions or indeed solutions.
Brand safety isn’t simply a commercial issue; it’s one of social responsibility.”
“What we are seeing is more content being deliberately produced to earn ad revenue by bad actors globally. We and our members take this issue very seriously. We are working with government in various forums to provide solutions - focusing on content itself as well as ad context. We continue to challenge the supply side of industry for higher standards and have advocated independent co-regulation of content for some time.”
ISBA members can get more guidance about brand safety on our website here.