By John McCarthy-21 January 2021 12:24pm
Marketers overly worried about brand safety on news sites, says study
Research from news publisher Reach claims that the risk of brand safety issues on trusted news sites has been overstated.
Marketers have grappled brand safety fears since 2017, when many learned they were directly funding Isis via sites like YouTube. Blunt brand safety measures were then favored. Generally, they‘d block ads from appearing next to web pages containing terms like ‘terror‘, which inadvertently demonetised hard news stories on the same subject.
‘In Safe Hands’ from Reach Solutions looks to assuage those fears.
Perception of news, UCG and social