While brand safety was not the main reason for advertisers having pulled back from investing during the early days of the pandemic, those being budgets and messaging, concerns about brand safety or suitability have been a factor —  but they are abating.

Initially putting investment on hold during the initial days, advertisers are finding that news is increasingly providing “positive associations” says Joe Barone, Managing Partner, Brand Safety, US at GroupM in this interview Beet.TV

CTV Lacks Transparency 

Barone sees the CTV ecosystem as troubled by a lack of transparency, multiple technology platforms along wiht fraud and piracy.   He says the industry needs to run exclusion and exclusion lists.  “We  need know where we are running,” he demands.  He calls for the industry adoption of bundle ID’s.

This video is part of a series titled Brand Suitability at the Forefront, presented by Integral Ad Science.  For more segments from the series, please visit this page.