Rethinking Brand Safety and Ad Verification: A Pivot to Positivity

Advertising & Promotions — Thu., Dec. 5, 2024 The recent exit of Oracle's Moat marks a turning point for the digital ad industry. The focus on risk elimination has led to a stagnated market and a negative approach to brand safety. A positive paradigm shift is needed to emphasize relevant and effective content and foster collaboration between advertisers and publishers. Traditional verification methods have become overly broad and adversarial, leading to tensions and inefficiencies. A positive approach benefits both advertisers and publishers by promoting high-quality content and creating a more harmonious ecosystem. The exit of Moat presents an opportunity to rethink and reinvent brand safety for the better. A positive, content-driven model is needed to unlock new value and improve relationships between advertisers and publishers. The industry must shift away from the negative, risk-focused approach and focus on excellence. This will also help combat the challenges posed by the rise of 'Sleeping Giants' and the changing landscape of programmatic display advertising. ... continue reading below