Brand safety is a serious concern for 60% of the ad industry professionals GumGum and Digiday surveyed in November 2018. But that’s down from 90% in 2017.
At first glance, this data point gives the impression that marketers’ concerns over brand safety are waning. But that’s not exactly true, according to Phil Schraeder, GumGum president and COO. “Fewer marketers see brand safety as a serious problem because everyone operating in the advertising ecosystem has taken steps to confront the issue,” he said.