Why brand safety and suitability are no longer at odds with news monetization
By Seedtag
Tina Iannacchino, senior director, publisher partnerships U.S., Seedtag
News publishers have long based their business models on a core value proposition: audiences came for the hard news, and advertisers came for the audiences. But with advertisers increasingly concerned about brand safety, it has become increasingly challenging for news publishers to cover tough issues and also run a robust advertising business.
To maintain a pristine brand image, many advertisers have historically relied on basic keyword-driven checks to ensure their ads don’t appear alongside content deemed unsafe or inappropriate. While the idea is to protect the brand’s image, the repercussions for news media have been profound. The rote application of these checks has unintentionally starved news outlets of critical ad revenue, thereby challenging the economic viability of valuable journalism in the digital age.
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Source:: Digiday
