If you’re in digital advertising then you’ve probably heard the term ‘brand safety’ come up more and more often in recent conversations. This is no surprise as it’s a major concern in today’s industry. With the innumerable amount of content online that’s evergrowing, businesses face an unprecedented need to police their brand’s integrity. But, many are still unaware of how dangerous it can get if and when a good brand safety strategy is not in place, or even how to achieve it.
tribeOS is committed to making digital advertising better for everyone. As a stepping stone in that direction, we were honored to have our CEO Matt Gallant and Michael D’lorio, Director of Business Development hold an impact session at the eBev conference this year where major beverage brands were present. The session “The Evolution of Digital Advertising – Stopping Ad Fraud Using Blockchain Now, and Securing Brand Safety at Scale” was very well received and followed by two round table conversations to go deeper into the risks and solutions available today. Here is a brief description of the focus:
Brands rely on digital marketing now more than ever to connect with their target audience, engage their existing customer base, and move product. But the world of programmatic display advertising has never been more of a potential risk to brand integrity. Lawsuits don’t lie. A lack of due diligence monitoring digital supply chains, problematic ad placement on websites you don’t want your brand to be associated with, and ad fraud- the second most profitable kind of organized crime in the world- create a minefield of potential damages that put your company in danger. In this talk, Matt Gallant and Michael Diorio of tribeOS explained what you can do today to protect your ad spend and ensure brand safety while improving your results on programmatic campaigns.
People were quite intrigued and interested. Brands found the information shared to be incredibly insightful and were eager to learn more about the subjects of ad fraud and cybersecurity as many had failed to consider theses a brand safety issue.
The significant takeaway?
Brand safety is more than just making sure your ads don’t appear next to inappropriate content. Sure, that’s a great start as recent studies confirm that 80 percent of consumers said they would reduce or stop buying a product they regularly purchase if it advertised in a range of hypothetical situations involving extreme or dangerous content. But, there’s a lot more in play. There’s also ad fraud, which is currently the second most profitable organized crime costing advertisers $42 billion this year alone. Plus, the many unestimated repercussions and damages to brand safety:
- Lawsuits and exorbitant legal costs
- Tarnished shareholder reputation
- Massive hits to your balance sheet and stock value
- Incident response costs
Therefore, not only do brands lose customers, their reputation is largely and negatively affected, but to top it all off they’re losing billions and billions of dollars.
So, what can you do to protect your brand?
- Include ad fraud in your brand safety and mitigation plan
- Work only with trusted partners and service vendors
- Demand transparency
- And monitor everything
tribeOS fights organized crime on your behalf. We have created a display advertising power-platform with built-in Ad Fraud Protector so your ad spend is guarded against scammers and click-farms; the best analytics software so you can monitor every aspect of every transaction on a granular level with Gold Lantern; blockchain technology to provide complete transparency and integrity; and delivering only Ads People Love meaning only the right ad, for the right user, at the right time.
The bottom line: you need to innovate. The old ways of doing digital advertising have been corrupted. Every day more and new threats are created. We need to anticipate what’s coming so we can prepare and combat the dangers in digital advertising.
Interested in learning more about brand safety and how to protect yourself? How about setting up a call with our Director of Business Development, Michael D’lorio by clicking HERE.
To see the eBev session slideshow, visit tribeos.io/ebev