Brand Safety Remains Key Media Concern For Advertisers

For the second year in a row, safety concerns topped the list of media challenges anticipated by advertisers, agencies and ad tech, according to a survey by ad-analysis company IAS.

When analyzing by company type, advertisers expressed concern with delivering ads alongside risky content (39%) and deepfakes (31%), the study found.

“Ad waste is also top of mind. Buy-side media experts will be on particularly high alert for ad fraud and 1-in-4 media experts are concerned about delivering ads on made-for-advertising (MFA) sites,” IAS said.