Many organisations are now recognising their current brand safety tools are not enough, and are turning instead to a blended approach to brand safety and suitability .According to a study commissioned by CHEQ and Digiday, nearly two-thirds of advertisers say existing brand safety tools are not fit for purpose.Unfortunately, 92% of respondents also stated they would forgo the use of brand safety tools if they were not achieving adequate reach, however 99% are seeking more customised tools to ensure safety, without sacrificing reach.
Modern marketers who want to thrive in the new marketing age need to be aware of nuance and true context to identify the right moment and the right environment in order to align with the right message.Brands looking for safe and suitable solutions are now aligning themselves with advanced solutions beyond traditional methods that move far beyond the scope of traditional brand
safety methods.
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