The brand safety imperative: Why the industry must take responsibility now
For too long, the digital advertising industry has treated brand safety as an issue to be managed reactively—an unfortunate side effect of programmatic complexity rather than a fundamental responsibility. But the reality is stark: every misplaced ad, every brand inadvertently funding harmful content, is a failure of our industry to uphold trust and integrity. Jonas Jaanimagi – IAB Australia’s tech lead, explains more.
The recent Adalytics report on ad tech vendors serving ads on a website that hosts child sexual abuse material (CSAM) put the industry on notice.
The time for excuses is over. Brand safety isn’t a box to be checked; it’s a commitment that must be embedded into every stage of the supply chain. And we need the whole industry to step up.
Jonas Jaanimagi
Solid advice from a smart, trusted & experienced voice. Brands need to more closely review how their money is spent and where they end up. Pretty basic really, given the tools available but the push for margins and profits from involved partners keep tripping them up.
Sound advice from a smart, experienced voice. Brands need to review how they money is spent and when profits are being taken in sacrifice for their brand safety by partners. The tools are out there.
This would not be a problem in 2025 if ‘brands’ did not entangle themselves into political, social and activism issues. Stay in your lane, the ‘brand’ lane.