A new survey by Harris Poll and DoubleVerify finds that most consumers — 82% — say it's important that brands advertise in safe, accurate and trustworthy content.
In fact, two-thirds of the roughly 2,000 respondents indicated they would drop a brand if its ad appeared next to fake or offensive content, according to Wayne Gattinella, CEO of DoubleVerify.
“Brand safety incidents have an adverse effect on consumer sentiment … material commercial implications,” Gattinella notes in the study report. “Consumers are more likely to engage with brands that advertise on credible content and will stop transacting with brands that don’t."
Ninety percent said they believe that brands bear responsibility for ensuring their digital ads run beside such stand-up content, while 61% said brands and publications are equally responsible for ensuring content is safe.
With privacy top-of-mind, more than 70% said they're sharing less data with brands today, compared to a year ago.In addition, almost 80% said they're more aware of how companies collect and use their personal data than they were 12 months ago.