Sajal Gupta’s Post

Brand safety in digital media just took a surprising turn. With GARM now disbanded, marketers are navigating uncharted waters to protect their brand's integrity. The quest for secure messaging is more crucial than ever. Advertisers and agencies are innovating and exploring new methods to ensure their messages resonate in trusted environments. The landscape is shifting. How will you adapt to maintain your brand's safety? Read more here: https://lnkd.in/gcUBxubv

Are you aware of the after-effects of the Global Alliance for Responsible Media (GARM) shutdown? We’ve spoken to our Ads, Ops & Analytics Expert, Louis Fry to find out what it means to your brand. He discusses: • Why brand safety within your business is key now more than ever. • How your business should be responsible within the contextualisation of social media platforms. • The WePlay breakdown of brand safety standards that are effective for the protection of advertising placement. Read more about our client brand safety promise here. https://lnkd.in/eRVgb26F #BrandSafety #Ads #Data #BrandTrust

It's time to rethink #BrandSafety and #AdVerification. 🚨 In his latest article, Asaf Greiner, GM at Protected by Mediaocean, explores how the industry's heavy reliance on negative approaches has hit its peak. Discover a pivot to #PositiveVerification and learn how brand safety can be enhanced without stifling reach and engagement. Read the full article on MarketingProfs. #RedefiningVerification #ProtectedByMediaocean https://lnkd.in/gRWU-Pyp

Creating an ecosystem where brand safety measures protect advertisers without compromising high-quality adjacencies, like news content, will foster a healthier digital advertising landscape. https://lnkd.in/gQumB-4k

𝑰𝒏𝒅𝒖𝒔𝒕𝒓𝒚 𝑩𝒍𝒐𝒈 In today's digital age, the influence of social media on brand integrity cannot be overstated. 𝑨𝒔 𝒑𝒍𝒂𝒕𝒇𝒐𝒓𝒎𝒔 𝒍𝒊𝒌𝒆 𝑭𝒂𝒄𝒆𝒃𝒐𝒐𝒌, 𝑰𝒏𝒔𝒕𝒂𝒈𝒓𝒂𝒎, 𝑻𝒘𝒊𝒕𝒕𝒆𝒓, 𝒂𝒏𝒅 𝑳𝒊𝒏𝒌𝒆𝒅𝑰𝒏 𝒉𝒂𝒗𝒆 𝒃𝒆𝒄𝒐𝒎𝒆 𝒊𝒏𝒕𝒆𝒈𝒓𝒂𝒍 𝒑𝒂𝒓𝒕𝒔 𝒐𝒇 𝒅𝒂𝒊𝒍𝒚 𝒍𝒊𝒇𝒆 𝒇𝒐𝒓 𝒃𝒊𝒍𝒍𝒊𝒐𝒏𝒔 𝒘𝒐𝒓𝒍𝒅𝒘𝒊𝒅𝒆, 𝒕𝒉𝒆𝒚 𝒉𝒂𝒗𝒆 𝒕𝒓𝒂𝒏𝒔𝒇𝒐𝒓𝒎𝒆𝒅 𝒕𝒉𝒆 𝒅𝒚𝒏𝒂𝒎𝒊𝒄𝒔 𝒐𝒇 𝒃𝒓𝒂𝒏𝒅-𝒄𝒐𝒏𝒔𝒖𝒎𝒆𝒓 𝒊𝒏𝒕𝒆𝒓𝒂𝒄𝒕𝒊𝒐𝒏𝒔. 𝑬𝒙𝒑𝒍𝒐𝒓𝒆 𝒕𝒉𝒆 𝑬𝒏𝒕𝒊𝒓𝒆 𝑩𝒍𝒐𝒈: https://bit.ly/3RpOYEI 𝑪𝒐𝒏𝒕𝒂𝒄𝒕 𝒖𝒔 𝒗𝒊𝒂 𝒆𝒎𝒂𝒊𝒍: info@worldbigroup.com #blogs #brandprotection #fightcounterfeits #trademarkprotection #IP #stopbrandpiracy #brandsecurity #IPRProtection #brandsecurity #congress #counterfeitprevention #branddefense #brandintegrity #protectyourbrand #antibrandfraud #worldbiconferences #brands #wbievents #bpc2024

The three C's of Brand Development https://lnkd.in/dksB9YTN #clarity #consistency #connection #brandclarity #brandconsistency #brandconnection #knowyourbrand #tellyourstory #buildrelationships #authenticbrand #strongvalues

SHOCKING: brand criticism is on the rise. Ok, not so shocking, but does that mean brands need to respond to every criticism or every negative social media post? As usual, the answer is, “not necessarily, but it depends.” Here’s what you need to know about protecting your brand on the digital battlefront. https://lnkd.in/gmYdPabh

🌍 Brand Safety: It’s Time to Step Up – Seriously 🚨 For years, the industry has been sounding the alarm on brand safety, and yet, here we are still talking about it. As highlighted at last week’s Ad Age event, Jonathan Mew, CEO of IAB, made it clear: despite progress, many platforms continue to operate with a "Wild West" mentality. Kantar’s Media Reactions report naming Google as the leader in brand safety, with only 39%, underscores how far we still have to go. We've been saying it’s time to step up for years, but now more than ever, it’s time to act. Particularly with X(formerly Twitter) now facing significant trust issues over its content policies, it’s clear that platforms can’t be left to self-regulate effectively. The unpredictability of environments like X raises real concerns for brands looking to safeguard their reputation in increasingly volatile online spaces. With the continued dominance of programmatic advertising and automated media buys, we need rigorous oversight to ensure that ads don’t just reach the right audiences but land in safe environments. As a social-first agency, we see these risks firsthand and are actively working with brands to build robust frameworks around brand safety. From integrating pre-bid filters to real-time content monitoring, we make sure we’re staying ahead of risks while still delivering impactful, high-performing campaigns. Yes, premium publishers offer safer environments, but the ever-evolving landscape of social media requires brands to be more vigilant and proactive. Brand safety is a long-term commitment, not a one-off action. With potential government intervention looming, there’s a fear that blanket legislation could stifle innovation and damage one of the UK’s most valuable digital exports. While regulation is important, it’s up to us to set the standards and hold platforms accountable – especially those still operating in grey areas. Brand safety is non-negotiable. It’s time we all take ownership and lead the charge. 💡 #BrandSafety #DigitalAdvertising #Programmatic #SocialMedia #Accountability #AdTech #XPlatform

🚨 The shutdown of GARM marks a turning point in digital advertising. Without this player, brand safety is now squarely in the hands of advertisers. It's a challenge—but also an opportunity to innovate and set new standards tailored to our unique needs. How will you navigate this new landscape? 👉 Read more

"Brand safety has been diluted and distorted, and it is now viewed as synonymous with content adjacency". "The narrowing of the industry’s definition of brand safety is no accident. These standards were established subject to the heavy influence of the very platforms and ad tech companies they purport to govern, with limited enforcement or accountability". "We must reframe and rebuild the concept of brand safety and return these decisions to where they rightfully belong: in the hands of advertisers, with their customers at the heart and their business at the core". Well said Arielle Garcia. Although the advertiser's choice is not enough, in my opinion. I have been saying for years that brand safety lies at the domain level (i.e., a quality media brand trusted and valued by audiences) and not at the page level. But premium media owners can forget to emerge as winners in this battle without boldly providing clear alternatives to advertisers. These alternatives are quality media alliances and premium advertising marketplaces. But being part of them is not enough. They need to be an element of a wider effort to build direct and exclusive relationships with advertisers. Every single impression of premium media companies appearing in the programmatic open marketplace goes in the exact opposite direction and actively contributes to the problem. The X and GARM story is only a different manifestation of the same underlying issue. #media #advertising #brandsafety #x #garm #monetisation #strategy #programmatic #adtech https://lnkd.in/eum3D8_m