The industry coalition working to define what "unsafe" content means for ad placement. The standards they produce matter. The gap between the standards and actual implementation matters more. Keyword blocklists written without category nuance block legitimate news content at scale. That is not brand safety. That is brand safety theater.
Ad tech glossary
Brand Safety Alliance
Technical definition
A cross-industry group working to develop and implement brand safety standards and best practices.
The ADLINGO translation
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Where this shows up
Could Bill Gates daughter face prison time for cookie stuffing?
Phoebe Gates, daughter of Bill and Melinda Gates, is in the press lately for an alleged "Cookie stuffing" operation. If charged and convicted, penalties could include actual jail time. Do you know how it works?
But the ads served, right?
Brands have a massive gap in understanding what their technology vendors are actually solving on their behalf and what the definition of "paid for" actually means.
News: Brand's $4 Billion Blindspot
Despite the myths, news environments prove to be high-return and brand-safe. With performance upwards of 8.5x higher, avoiding news media might be the most misguided marketing myth yet.