Brand safety was a major topic of discussion across the ad industry in 2020, as the problems of misinformation, disinformation, and other controversial content continued to grow in social media. In 2021, we expect more major marketers will pull or severely restrict their ad spending on social media platforms due to brand safety or ethical concerns.
In fact, we won’t be surprised if a company as massive as Procter & Gamble does this. Its chief brand officer, Marc Pritchard, notoriously complained about the platforms’ content standards in a September 2020 speech at an Association of National Advertisers event. “Social media is about 5% of P&G’s marketing spending, but it’s 150% of our problems,” he said.