Experts have warned it will be another two years before the online world’s brand safety issues are resolved as they outlined new solutions to a growing industry problem. Speaking at Mediatel’s Publishers Conference, agency bosses, technologists and clients said the tools currently in place are not fit for purpose, and a lack of human oversight is even harming publisher revenues as context is ignored.
Mark Field, director, News UK’s Bridge Studio, warned that context "is everything", but it has not always been the most important tick box within a planning process for some clients over the past few years. Zoe Harris, chief marketing officer of price comparison site GoCompare, said the problem has been made worse because of an agency "obsession" with tech tools.
"It comes down to context and the relationship that readers have with newsbrands; when you rely on tech tools, you’re saying that all eyeballs are equal," she said.