Trusted news content is brand safe.That’s the headline conclusion of a cross-industry paper released by the 4As on April 6, 2020. It’s the kind of statement that sounds obvious once you read it — and the fact that it required a multi-year, multi-party research effort to put on the record tells you how distorted the brand-safety conversation had become.
The work was an unusual coalition: the 4As Advertiser Protection Bureau, agencies Publicis, GroupM, Universal McCann and Dentsu, the major industry verification vendors, and a roster of leading publishers. TRUSTX was an active collaborator throughout — and the paper is a direct attempt to change how programmatic systems treat professionally reported news.
“Bringing buyers, sellers, and tech companies together to unpack the problem of brand safety and suitability in news has demonstrated just how big the opportunity is for brands and publishers alike,” said David Kohl, President & CEO of TRUSTX. “News is overwhelmingly brand-safe, and we’re seeing more clearly how advertisers can unlock the value of professional news media without compromising on brand suitability. This is just the beginning.”
Read more about the Redefining Suitability in Trusted News initiative and download the paper on the original post.
Originally published on trustx.org.