From the Brand Safety Institute/TAG white paper, “Defining Brand Safety”
In the days of “Mad Men” and before, ads were delivered into fixed placements that were known in advance.
But these are the days of real-time delivery into millions of dynamic contexts, defined by surrounding content and challenged by viewing conditions. So, advertisers find themselves increasingly concerned that their messages are being compromised by factors they don’t control.
Toward the goal of re-establishing control, a new organization — the Brand Safety Institute — launched this week in Washington, DC.
Formed by Mike Zaneis, CEO of the corporate-focused Trustworthy Accountability Group (TAG) and Neal Thurman, director at Coalition for Better Ads (CBA), the organization intends to help define best practices, provide a certification program for the new role of Brand Safety Officer and offer other kinds of supporting education, training and resources.
Zameis told me that, to his knowledge, this is the first organization solely dedicated to this area.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.