“Unilever will not invest in platforms or environments that do not protect our children or which create division in society, and promote anger or hate.” – Keith Weed, CMO of Samsung
Transparency is a key concern for senior marketers. Advertising fraud is a cause to single-digit percentile drop in profitability for advertisers in low-involvement categories, and a means to support international crime syndicates for all brands. Ad fraud is already largest cybercrime globally, and expected to grow dramatically as more money moves to digital. Brand safety issues, including terrorism, political extremism, virulent clickbait, protection of children as well as more conventional issues are an imminent threat to brand value. Lack of transparency pertaining to use of data has become a major legal risk for brands. To face these challenges, advertisers require a bespoke transparency model that supports wider media investment goals, while minimizing exposure to fraud and brand safety risks. CONTACT to learn more about what you can expect from working together.