More than ever, brands must take online measures to protect their image against damaging influences. It's no longer an option to have ads run near questionable or inappropriate content.
Newly commissioned research from The Winterberry Group delves into the surge of data collaboration across companies in a post-cookie world, based on in-depth interviews across the U.S. and U.K. with more than 50 industry experts and a panel of senior brand marketers providing input.
Advertisers use data models to determine the "perfect" message to target consumers with ads at specific moments. Why can't data models built on sentiment and interests predict violence?
Racial sensitivity and brand safety were the focus of major changes in the ad industry in 2020, which will manifest in the ways consumers bond with brands in 2021.