Brand Safety in the UK: Willing to risk it? A report on Brand Safety and advertiser preference

by Angus McLean, Director of Digital
Wednesday, June 26, 2019

Brand safety has been a regular feature of the news headlines over the past several years, reflecting a complex digital media ecosystem and causing challenges for major brands. Trust has been damaged.

We partnered with ad fraud and brand safety specialists zulu5 to assess brand safety in the UK digital advertising market. Our study analysed  more than four million critical internet domains. We found that in the first quarter of 2019 alone, ads from almost two-thirds of the top 100 advertisers in the UK appeared in environments many consider to be non-brand-safe.

Brand safety is a complex issue, and there isn’t necessarily one standard applicable to all advertisers. Despite continued risks to brands, we believe advertisers can take active steps to tackle brand safety and ad fraud.

Our report spells out clear recommendations for brands, including a three-stage approach that advertisers should adopt to improve advertising brand safety., starting with defining what constitutes appropriate or inappropriate content and activity, implementing brand safety standards within your media operation and utilizing ongoing monitoring and management to remain vigilant.

Download your complimentary copy of our full report today to read more about what we found, along with our detailed recommendations for brands.