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Mike Nicholson Mike Nicholson is an Influencer

Founder & CEO at Six Sells | People-Shaped Communications in B2B Sales & Marketing | Personal Brand & Executive Ghostwriting | Social Selling | Advertising, Marketing, Media & AdTech | Host The Six Sells Podcast

According to this WARC report, brand safety and suitability are at the top of the 'worry list' for marketers and agencies. For me, the trust conversation has to be at the publisher level, not the word level. Keyword block lists are a bit like setting a mallet on a Brazil nut – it's overkill, and it wipes out far too much. Very few words are, in and of themselves, unsafe or unsuitable – it's the context in which they are used that determines brand suitability. As a glaring recent example, Reach had 45% of their Euro 2024 coverage marked as unsafe for including words like 'shoot'. In the context of football, the word 'shoot' is clearly harmless. 🙈 In the early days of digital, and before programmatic advertising, advertisers trusted websites to do the right thing with their brands, and it worked for the most part. I think we need to return to a trust conversation at the publisher level, with advertisers building a list of trusted sites to partner with. Only 30% have done so thus far, according to this report ... I think we need to see that number rise. 💬 - What are your views on managing brand safety? 60% of advertisers and agencies are concerned about brand safety in programmatic advertising - https://lnkd.in/g49s9hCH #brandsafety #programmatic #advertising

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