BRAND SAFETY

WHAT IS BRAND SAFETY?BRAND SAFETY

SOURCE: IAB GUIDELINES APRIL 2017

Keeping brands safe when they advertise online, not letting their ads end up next to inappropriate or illegal content… to minimisethe risk of misplacement, protect the reputation of brands, and ultimately stop the unethical funding of content and services which infringe copyright.

ADS ON ILLEGAL OR INAPPROPRIATE CONTENT

THE BLANKET APPROACH

TAGGING IN THE CMS

MANUAL APPROVAL FOR MONETISATION

NOT DISCOVERABLE FROM SAFE CONTENT

BRAND SAFETY

DEPICTIONSOFVIOLENCE

BADLANGUAGE

FRIGHTENING/UNSUITABLEFORCHILDREN

REFERENCINGSEXUALBEHAVIOUR

DISCUSSINGDRUGUSE

XENOPHOBIAANDEXTREMISM

TEACHINGORENCOURAGINGGAMBLING

MISPLACEMENT OF ADS

THE TECH APPROACH

USING TECH TO CATEGORISE CONTENT

PASS CONTENT CATEGORY CLIENT SIDE

CALL APPROPRIATE AD STACK SERVER SIDE

BRAND SAFETY

VIEWABILITY

ENGAGEMENTRATES

TRUSTSCORE

ADVERIFICATION

COPYCATEGORISATION

SEGMENTATIONOFAUDIENCE

UNETHICAL FUNDING OF SERVICES

THE LEGAL APPROACH

STRUCTURING RESPONSIBLE CONTRACTS

POLICING ADHERENCE

CONTINUAL DIALOGUE

BRAND SAFETY

MONITORINGPROGRAMMATICACTIVITY

SANCTIONINGOFFENDINGVENDORS

BLOCKINGUNSAFEBUYERS

UNDERSTANDINGLEGALRESPONSIBILITY

IMPLEMENTINGSTRUCTUREANDPROCESS

ENFORCINGINFRINGEMENTPOLICY

BRAND SAFETY

BUYERS MOVE CLOSER TO THE SUPPLY CHAIN

UNDERSTAND THE ENVIRONMENT

VENDORSEVANGELISE THE TOOLSEDUCATE THE INDUSTRY

APPREHEND SHADY BUYERS

PUBLISHERSETHICAL CONTENT

RESPONSIBLE POLICIESEDUCATING BUY SIDE ON PRACTICE

WE ARE ALL RESPONSIBLE

QUESTIONS