
-- --
Facebook
Twitter
Google
Pinterest
The IAB SA has released a White Paper dealing specifically with the safety of brands online. The paper, authored by leaders in South African agencies, brands, publishing and tech, is the first installment of proactively and collectively driving awareness of the definition and challenges of brand safety in digital and looking at the ecosystem of Publishers, Agencies and brands in managing this.
The document will be shared via the IAB SA newsletter to IAB SA members, and then available on the IAB SA website.
-- --
Paula Hulley, CEO of IAB SA says, The fundamental objective of the white paper is to create awareness of the collective ecosystem and process to create brand safe environments. When brand safety is managed pro-actively and collectively, the power of digital to deliver business impact is exponential.
While businesses are accustomed to curating their image through advertising and marketing, the dominance of digital as a medium has added a layer of complexity to protecting brand reputation - but when brand safety is managed pro-actively and collectively, the power of digital to deliver business impact is exponential.
Managing brand safety has a far-reaching impact on the South African economy. It is crucial that we foster environments that are favourable to doing good business, which includes doing business online. Hulley adds, The collective goal of South Africa's digital economy is to grow, which requires investment and an environment that supports good business practice. Good business practice is defined as the ability to evolve in parallel to the rapid changes, opportunities and even threats of modern technology. For this reason, equity and economy of building brands online has taken centre stage. Good business practice online translates into tangible, sustainable impact.
The White Paper clearly defines Brand Safety within the South African context and outlines all players in the digital ecosystem. Every party has a specific role to play in how they strategise, plan their spend, choose their platforms and identify content that is problematic to brands. Daniel Courtenay: CEO MaxAxion and MD AdJoin, IAB SA Publisher Council Member, and IAB SA Brand Safety Committee lead adds, The document will assist brands, agencies and publishers in making informed decisions in the digital ecosystem. We have achieved this by demystifying the technology underpinning digital advertising and identifying proactive strategies to improve Brand Safety.
Thriving as a business in the digital economy is possible, but it takes consistent education, awareness of context, a willingness to take on solutions and the grit to confront the issues related to Brand Safety head on.
A second paper on viewability and then thirdly ad fraud will follow next, as well as an extended paper on brand safety that speaks to prominent social platforms and their brand safety products, services and practices.
Facebook
Twitter
Google
Pinterest
-- --
Most recent headlines
21/12/2025
Back to All News
Legoshi and Haru's Story Reaches Its Finale: BEASTARS Fin...
21/12/2025
John Shortt named Young Sportsperson of the Year Kerry are the Team of the Year
...
20/12/2025
Atomos announced the immediate availability of a new firmware update for its Ninja TX GO and Ninja TX monitor-recorders, unlocking ProRes RAW recording from the...
20/12/2025
CJP Broadcast has completed the digitisation of the European Gymnastics tape archive, converting 328 tapes containing more than forty years of recorded material...
20/12/2025
Bitmovin, the leading provider of video streaming solutions, today announced the launch of the Stream Lab MCP Server, to give AI agents and large language model...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
20/12/2025
Barack Obama Includes Laufey on His 2025 Favorite Music List The former presidents roundup of books, music, and movies includes a song from the Berklee alums ...
20/12/2025
Study reveals a key hormonal circuit in the kidneys Scripps Research scientists identify the protein that helps kidney cells regulate renin, providing foundatio...
19/12/2025
With Playout Release 2025.4, ToolsOnAir continues to push professional playout w...
19/12/2025
SVG Sit-Down: Diversified's Jared Timmins on AI for Broadcast Sports and Cre...
19/12/2025
2025 SVG Summit Audio Recap: Say What?The Audio Production and Distribution Workshop at the SVG Summit 20 took on issues including speech intelligibility, Next-...
19/12/2025
Gamified fun: Channel 5 on its NFL Big Game Night ambitions with Hungry Bear Med...
19/12/2025
College Football Playoff Preview: For ESPN, Round 1 is a Fantastic Yet Familia...
19/12/2025
AWS's Jason Dvorkin on Developing Partnerships With the NBA and PGA Tour, Em...
19/12/2025
Netflix Kicks Off Packed Sports Week with Paul-Joshua Fight Before Shifting to N...
19/12/2025
SVG New Sponsor Spotlight: Presidio's Nareev Shah on the Role of Its Captiva...
19/12/2025
Mounted to the pylon of an AH-1Z Viper helicopter, a Red Wolf vehicle successful...
19/12/2025
L3Harris technology for the SDA Tranche 3 Tracking Layer program will provide in...
19/12/2025
Partnership brings Nielsen ONE measurement activation directly into XR's adv...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Berklee Announces Spring 2026 Signature Series This season's highlights include the Gospel Extravaganza, the 40th International Folk Festival, special gue...
19/12/2025
Performing arts centres across the globe have doubled down on live production infrastructure in recent years. For venues like the Queensland Performing Arts Cen...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
19/12/2025
Ricardo Coke-Thomas Named Chair of Theater for Boston Conservatory at Berklee The distinguished theater educator, director, and performer will join the Conser...
19/12/2025
Back to All News
Salvador Arrives to Netflix on February 6
Entertainment
19 December 2025
GlobalSpain
Link copied to clipboard
WHEN THERE IS NOTHING LEFT ...
19/12/2025
As the year comes to a close, it's the perfect time to give your WO Automation for Radio system a quick tune up. At the top of your year end checklist is on...
19/12/2025
19 Dec 2025
VEON's Mobilink Microfinance Bank Launches Islamic Banking Oper...
19/12/2025
Wrapping up a year of connection and clarity!
19 Dec Written By Suzanne Costello
As 2025 comes to a close, we want to take a moment to thank our incredib...
19/12/2025
The six-part drama, set in a close-knit Welsh town fractured by an unspeakable c...
19/12/2025
Rohde & Schwarz drives the future of mobility at CES 2026 At the 2026 Consumer Electronics Show in Las Vegas, Rohde & Schwarz will present a powerful lineup o...
19/12/2025
Back to All News
Salvador arrives to Netflix on February 6
Entertainment
19 December 2025
GlobalSpain
Link copied to clipboard
WHEN THERE IS NOTHING LEFT ...
19/12/2025
Back to All News
Last Samurai Standing' Renewed for Season 2 - A Global Se...
19/12/2025
RT is proud to return to the RDS to support the 2026 Stripe Young Scientist & T...
19/12/2025
Nanoparticle vaccine strategy could protect against Ebola and other deadly filoviruses Scripps Research scientists turn nanoparticles into virus showcases to ...
18/12/2025
SVG Campus Shot Callers: Kurt Sutton, Director of Broadcast Operations, Clemson ...
18/12/2025
Follow the Money Episode 2: Inside the Sports Media Biz with Sam McCleery and St...
18/12/2025
SVG Sit-Down: Google Cloud's Anshul Kapoor on the Future of Generative Prod...
18/12/2025
The 2025 SVG Summit Draws Record Crowd for 20th-Annual Sports-Production Industr...
18/12/2025
SBS's sports schedule sizzles in January with Dakar Rally, Kooyong Classic a...