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ISBM Pulse: digital

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Brand Safety (Raji Srinivasan)

Brands want their ads to run against content they’re proud to associate with. But because of the programmatic nature of most digital advertising, brands have been forced to hand over control of ad placement to the algorithms of companies like Google and Facebook. Unfortunately, some brands have been seeing their advertisements placed next to extremist or controversial content just because those pieces are generating a lot of engagement or activity. Companies in every market need to ensure the safety of their brand by assuring the quality and nature of the content that brands are running ads against, some of which may be offensive and hurt the brand’s reputation. This webinar by Professor Raji Srinivasan will highlight strategies that companies can employ to ensure the safety of their brands.