Social Media Articles

Creative Network-Marketing Research Institute
6 Jun 2018

Study: 45% of advertisers think social media sites botch brand safety

  • Forty-five percent of advertisers say social media platforms are doing a bad job on brand safety, and 42% say user-generated content sites are not addressing their concerns about brand safety, according to research released today by Advertiser Perceptions and Oath that was made available to Marketing Dive.
  • In the survey of more than 300 advertising decision-makers, 94% said they are worried about brand safety, and 58% are more concerned this year than last year. Seventy percent say tech platforms, like demand-side platforms and exchanges, are addressing their brand safety concerns.
  • Advertisers are taking a variety of actions to respond to brand safety, with 50% putting pressure on partners to screen for brand safety, 47% implementing third-party technologies, 45% shifting their ad spend to premium sites to stay safe, 44% blacklisting programmatic partners, 40% using whitelists with programmatic partners and 29% enabling more granular site targeting.