At the Digiday Media Buying Summit earlier this month in New Orleans, we surveyed 63 media-buying executives to learn how brand-safety concerns have affected their work. Check out our earlier research on retailers’ advertising strategies on Amazon here. Learn more about our upcoming events here.

Quick takeaways:

  • Brand safety concerns have a growing impact on agencies’ media strategies.
  • Over 50 percent of agency respondents believe agencies are responsible for ensuring clients’ brand safety.

Procter & Gamble chief brand officer Marc Pritchard, who famously ignited conversations about the lack of media transparency in 2017, has proclaimed 2018 as the year of brand safety. Major brands have heeded his call, and say they are taking steps to address the issue. Bank of America appointed a “brand-safety officer” to oversee its online ads, and Diageo pulled its Snapchat ads after finding they reached underage users. With this increased attention on brand safety, Digiday research found that clients’ brand-safety concerns are increasingly affecting media buyers.

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