04/12/2018

Keeping Brands Safe

A major trade is compiling a bureau to create brand protections standards

“Brand safety” may seem an odd buzzword, but in the age of digital advertising across the sprawling internet, a brand’s reputation can get hit hard if an ad appears in the wrong place. With that in mind, The American Association of Advertising Agencies (The 4A’s) is announcing a new initiative to keep ads out of “unsafe environments.”

The Advertiser Protection Bureau (APB), announced to the group’s members last month and to the public at The 4A’s Accelerate conference this week, will bring together executives from a number of holding companies that represent ad agencies. The program will create a process for flagging instances of ads appearing in an environment that the advertiser might find undesirable, notifying ad agencies, and investigating what happened.

Louis Jones, The 4A’s executive vice president of media and data, says the goal of the bureau is to enlist the industry to address brand safety collectively.

Please select this link to read the complete article from Associations Now.