Given the brand safety debacle over YouTube and brand safety, you would think that the subject was always front of mind at media agencies — if not before, then certainly at some point during the first quarter.
However, only one in four (27%) media buyers feels informed about what brand safety measures are in place when they buy inventory, according to new research from Vibrant Media. A matching quarter (24%) didn’t answer the question, while more than a third don’t feel informed and a sixth feel only informed by some vendors, and even then only partially.
So there you have it — if you assume that the quarter of respondents who didn’t answer did so because they didn’t have an answer to give, that really leaves us with just one in four feeling confident when they buy inventory that they know what brand safety precautions are in place.
Interestingly, the research also went on to identify that for nearly nine in ten buyers, brand safety is their top priority and that three in four agree that sites with unsafe content should be boycotted. Nevertheless, not even one in three media buyers — just 28% — claim to know where their ads are running.
Quite a coincidence that, isn’t it? Just 27% of media buyers feel informed of the brand safety measures in place at sites whose spots they are buying and a corresponding 28% of marketers feel they know where their ads are going.