Integral Ad Science’s CMO on brand safety: there is ‘correlation between content, context, and the news cycle’
Brand safety is a huge issue in the industry but advertisers can tackle it by keeping an eye on the ‘news cycle’ and by changing tact as they deem necessary, according to Integral Ad Science’s CMO, Maria Pousa.
Speaking at Cannes Lions Festival, Pousa says: “Typically, what we see is, [brands] tend to set and forget their strategies, but the ones that are very savvy are keeping up with the news cycle and changing key words on the sites that are being blocked to prevent the brand being associated with negative content.”
In the video above, Pousa recommends brands to “work closely with distribution partners” and “some of the walled gardens” to ensure their content is not being associated with controversial websites.
Watch her full interview above.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Other episodes in the series
Content created with:
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world’s leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit integralads.comFind out more