Beyond Brand Safety: Today’s Most Important Standard is Brand Integrity

Brand Safety and Suitability have been top of mind for advertisers for years. Now, there’s a new concept called Brand Integrity, for which brands need to establish new standards that allow them to invest and make decisions with confidence. Marketers have always been cautious about media placements and appearing alongside content that could negatively affect their brand, but often look to short-term fixes when issues arise. In proactively focusing on brand integrity and following a new set of standards, they can feel confident their values are maintained throughout the entire campaign process without interruption, while also beginning on a journey to enhance their inclusiveness with new partners. 4A’s President and CEO Marla Kaplowitz and Publicis Media’s EVP of Global Digital Standards Yale Cohen discuss the difference between brand integrity, brand safety and brand suitability and how our industry can move forward to benchmark success in these core areas and new ones.