Despite enhanced brand-safety measures, whitelists can impact brands’ reach and ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 26, 2019, 1:02 PM UTC

However, over 50% of brands place brand-safety at a greater priority than brand suitability.

This piece argues that though whitelisting can improve brand-safety by placing ads next to preferred URLs and words, it is less scalable. Publishers and advertisers can also find it expensive. For instance, luxury advertisers who often have limited whitelist publishers, face difficulties in expanding their reach through campaigns.

An Integral Ad Science research revealed that 57% of companies cited brand-safety as a greater priority than brand suitability. This indicates that brands are more willing to risk contextual disconnect to place their ads in a quality environment, like next to news articles.

Moreover, publishers can’t view if they’re on whitelists or blacklists, making it challenging for them to calculate their revenue losses. The author contends that brands should take a balanced approach while whitelisting.

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