How to be brand safe: ‘Know your partner, use real-time blocking and multiple strategies’

The issue of brand safety remains a challenge as brands face mounting pressure to get their act together. Facebook has introduced some brand safety tools that lets advertisers see where their ads are likely to appear.

Speaking to The Drum at Dmexco, Maria Pousa, CMO at Integral Ad Science said brands need to use multiple strategies if they want to be confident they are protecting themselves.

“First, know your partner. Make sure you know who you are working with, where they are buying media from and where your ads are going to be placed,” she said.

Pousa also recommends brands use real-time blocking to protect themselves in real-time, combined with a strategy for programmatic buying, as well as keeping an eye on where their ads are being placed online.

Watch her full interview above.

For more insights from Dmexco, check out The Drum’s coverage here.

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