Grapeshot on Brand Safety Trends, Customization and Contextual Intelligence’s Role Adelphic

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Custom brand safety adheres to the tenant that each brand is unique, and what is regarded safe for one brand might not be safe for another. Each brand has their own sensitivities and, thus, their very own risk tolerance and brand safety needs. In this case, a common view of risk just isn’t good enough, and types should look to an always on custom solution to offer them a curated insurance policy over advantage brand safety slip ups. The Internet is a vast place, and content material technology and augmentation have only gotten easier. Unexpected events arise which are out of the direct handle of the logo, and often won’t fall under the parameters of a standard view of risk.

Thus, a custom answer is a more vigilant approach to guaranteeing alignment with only safe and relevant content. At its core, brand safety addresses the breach of trust among a brand and the client, and once that is damaged, it is not easily redeemed. The damage is reputational in nature and may have serious earnings implications. Customer acquisition and retention are very crucial metrics for brands, so any inkling of a threat to either of those is cause for worry. Recent stats cite that half of patrons would abandon brands if their ads gave the impression next to offensive digital content or fake news, on top of the fact that it can take brands that have faced brand safety breaches anywhere from 2 to 10 years to recuperate from reputational damage.

This can bring about severe economic end result – something brands don’t are looking to risk.

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