Don’t Cancel Brand Safety – Improve It
Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.
Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.
Since introducing ads two years ago, Netflix’s ad team has clashed with streaming management and studio execs. Plus, “brat” summer is over; “demure” autumn might be next.
Inside Publicis’ play to be both an agency and an ad tech company. Plus: the dissolution of GARM and what it means for the future of brand safety.
In today’s newsletter: How membership bundles are creating new forms of consumer-facing partnerships; typically unflappable platforms leap to action when billionaires are harmed by bad ads; and X’s GARM lawsuit helped politicize brand safety.
Hope you weren’t waiting to shop for Super Bowl ads – they’re almost sold out. Plus, Apple might be the ad tech dark horse.
The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.
Shares of WPP took another thumping yesterday. Plus, advertisers are getting post-lawsuit cold feet about X all over again.
In today’s newsletter: Netflix drops its ad prices to slightly less outrageous levels; X sues GARM, alleging it led an ad boycott for ideological reasons, not brand safety concerns; and how TV manufacturers have laid the groundwork to take ad dollars from streamers and cable.
AI was a hot topic at Cannes Lions, while Elon Musk used the festival as a shot at redemption for X. Plus: Expect more crypto ads this year.
In today’s newsletter: Online news revenue is being throttled around the web; Roblox is on a mission to build a $1 billion ad business; and TikTok is circumventing the Apple App Store’s 30% fee by directing users off iOS to purchase TikTok coins.