Provide brand-safe environments for companies interested in the metaverse

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 23, 2022, 10:23 AM GMT+0

Publishers should mark ad-sensitive topics like adult items, cryptocurrency, and more, using AI tools to provide brand-safe digital environments.

While there is intrigue surrounding the metaverse, both publishers and advertisers need to think about brand safety. Given that the current digital ecosystem is rife with viruses and fraud, bolstering brand safety in digital media is critical.

Advertisers and publishers share the responsibility of furthering brand-safe digital environments to protect the audience from threats like ransomware and malware. With malware on the rise in digital media, publishers should use AI to detect and eliminate it.

Additionally, publishers must regain consumer trust and ensure their safety to make the digital media appealing to advertisers again. As per Digiday, 80% of digital publishers don’t see their businesses’ future in the metaverse.

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