Nearly two-fifths (38%) of brand marketers have admitted to have running an advert on a website deemed to be either harmful or unsafe, according to new research.
The findings came from a survey of more than 500 brand-side marketers across the US and Europe conducted by advertising platform Sizmek.
A majority (64%) admitted it was a challenge to implement effective brand safety solutions with an equal number of respondents of the opinion that attaining brand safety came at the expense of the overall effectiveness of their campaigns.
61% of marketers said they employed a third-party brand safety solution to manage their digital presence and over half (57%) stated that their current solution is too expensive.
“The digital media ecosystem is complex and fragmented, so it is no surprise that marketers are prioritising efficiency and transparency from their partners," said Hardeep Bindra, VP product management for real-time decision services at Sizmek.
"These survey results confirm what we’ve been hearing from our clients about simplifying supply chain and the challenges they face with brand safety and a complicated vendor landscape."
GDPR has become a further complicating factor for many with an overwhelming 77% of the belief that toughened regulations will make targeting audiences using third-party data harder.
Google's efforts to improve brand safety hit a setback recently when Mars withdrew its YouTube advertising following an incident in which a Starburst ad was shown alongside a controversial drill music video.