Seeking Both Performance And Equity, Brands Aim To Get Smarter About Brand Safety

In Vibrant News by bnyquist

Curated News from AdExchanger on January 5, 2021

Bad habits are hard to reverse. Just ask anyone who’s tried to make a New Year’s resolution.

But advertisers are increasingly starting to rethink their programmatic media buying practices in a more sustainable, diversified and purposeful light.

“Aligning your brand values to media investment is the next evolution in purpose advertising,” said Rachel Lowenstein, global managing director for inclusive innovation at WPP-owned Mindshare.

The question, though, is how. Like plans to hit the gym in January, there’s a big difference between saying and doing, especially concerning intelligent brand safety protection.