Privacy, transparency, and sustainability are now bigger challenges for digital advertisers than brand safety, according to IAB Europe’s 2023 Brand Safety Poll.
A survey of 157 industry professionals from across the digital advertising value chain found that 67% of respondents agree or strongly agree that brand safety was a key priority for the industry last year, with a 53% agreeing that the industry has done a good job of tackling brand safety over the last 12 months.
“The poll results highlight how seriously the digital advertising industry takes the safety of brand advertising investments and how improvements have been made in tackling this over the past couple of years,” said Helen Mussard, Chief Marketing Officer at IAB Europe. “Furthermore, it is encouraging to see stakeholders recognise the importance that technology plays in tackling brand safety and suitability. We will continue to work with our members to highlight advances and best practices in this area, to enable brand safe experiences for both advertisers and consumers.”
Despite brand safety continuing to be a priority, 50% said brand safety was the same in terms of challenges compared to last year. Meanwhile, 57% said that privacy concerns are more of a challenge, with only 8% saying it was less of challenge. And 44% of respondents said that transparency and sustainability are more of a challenge than last year.
The survey also found that 78% of respondents have seen a greater demand for brand suitability over the last 12 months. And more 80% of respondents cited brand safety as requiring a bespoke approach to each client’s needs.
*IAB Europe is a client of Bluestripe Communications, owned by Bluestripe Group, owner of NDA
