IAB SA releases a White Paper on brand safety
29/10/2018
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.
-- --
LINK: | http://www.screenafrica.com/2018/10/29/marketing/marketing-business/ia... |
See more stories from screenafrica |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
29/04/2024
Irish Sports Broadcaster Premier Sports Taps QuickLink for Remote Commentary
Premier Sports, an Irish-based premium sports broadcaster, has selected QuickLink's Remote Commentary solution for introducing professional, high-quality re...
29/04/2024
BAFTA Television Craft Awards winners announced
The awards celebrate the craft of behind-the-scenes TV talent and the best programmes of 2023 By Matthew Corrigan Published: April 29, 2024 The awards cel...
29/04/2024
Watch: How Milk VFX helped create 259 shots for Netflix's Scoop
The team at Milk had to create and deliver the VFX and environment work for the royal residences featured in the drama from scratch By Jenny Priestley Publis...
29/04/2024
What's going on at Paramount Global?
CEO Bob Bakish is expected to leave the company as early as today, with a new leadership committee likely to run the company on an interim basis By Jenny Pries...
29/04/2024
Meet the director of media and entertainment and strategic products
Albena Ivanova, director, media and entertainment and strategic products at CHAOS Media talks to TVBEurope about her route into the industry By TVBEurope Staff...
29/04/2024
Anna Valley brand name acquired by AV company Grand Technix
The acquisition gives Grand Technix the opportunity to expand its footprint in the audio visual and broadcast technology sectors By Jenny Priestley Published...
29/04/2024
Screen Australia announces James J. Robinson's debut feature First Light
29 04 2024 - Media release Screen Australia announces James J. Robinson's debut feature First Light First Light Principal Photography is underway on Firs...
29/04/2024
Capitol Broadcasting Becomes First Company Inducted into NC Media and Journalism Hall of Fame
Capitol Broadcasting recently became the inaugural company honored with inductio...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
27/04/2024
L3Harris Chair and CEO Christopher E. Kubasik Discusses 1Q24 On CNBC's "Closing Bell: Overtime"
On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...
27/04/2024
Audinate Adds Major New Features to Dante Connect
PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...
27/04/2024
Bell Media Launches New Portfolio of FAST Channels
TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...
27/04/2024
Study: Broadcast TV Evening News Avoids Serious Economic Issues
An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...
27/04/2024
Hughes Opens Manufacturing Facility and Private 5G Incubation Center in Maryland
GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....
27/04/2024
Broadcasting Legend Harry Pappas Dead At 78
Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....
27/04/2024
Televisa Selects Synamedia For Broadcast Distribution Overhaul
ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....
27/04/2024
Participate in the Survey - The Impact of AI on Media and the Creative Industry
Participate in the Survey - The Impact of AI on Media and the Creative Industry Pascal Wagner April 26, 2024 0 Comments By participating in this surve...
27/04/2024
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show Brie Clayton April 26, 2024 0 Comments SDVI, the leading platform provider for clo...
27/04/2024
Berklee's Music and Health Institute Launches Community Health Musician Certificate
Berklee's Music and Health Institute Launches Community Health Musician Cert...
27/04/2024
Charter Reports Higher Q1 Profits Despite Broadband, Video Losses
Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....
27/04/2024
Environmental Groups Aim To Make Unscripted TV More Sustainable
Two environmentally-focused groups are partnering to engage the unscripted TV world in finding better ways to address climate change. Reality of Change is an ec...
27/04/2024
Sarah Garcia Named Weekend Anchor at Telemundo 40 in Texas
Sarah Garcia has been promoted to weekend anchor at KTLM McAllen, Texas, known as Telemundo 40. Starting April 27, she will anchor Noticias Telemundo 40 weekend...
27/04/2024
CBS Sports Kicks Off FAST Channel for UEFA Champions League on Pluto TV
CBS Sports said it launched a new 24-hour free, ad supported streaming television (FAST) channel devoted to the UEFA Champions League....
27/04/2024
Brian Roberts's Pay Rose To $35 Million at Comcast
Comcast chairman and CEO Brian Roberts received $35.4 million in compensation in 2023, up 11% from the previous year, according to a proxy statement filed by th...
27/04/2024
John Lithgow Goes Back to School in Art Happens Here'
Art Happens Here With John Lithgow, which sees the actor study dance, ceramics, silk-screen printing and vocal jazz with students in Los Angeles, debuts on PBS ...
27/04/2024
FETV Wants Upfront Buyers Seeking Cable Viewers To Join Its Family
Remember Leave It to Beaver? Bewitched? Dragnet? When cable ratings were rising?...
27/04/2024
Catchy Comedy Features Gomer Pyle, USMC' Weekend Marathon
Next up for the weekend binge at Catchy Comedy is Gomer Pyle, U.S.M.C. Every weekend, Catchy Comedy features The Catchy Binge, a marathon of a classic sitcom....
26/04/2024
Sundance Film Festival CDMX 2024 kicks off today at Cinpolis
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
Interview: Lourdes Portillo, Director of Las madres de la Plaza de Mayo, La Ofrenda
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Career insights instead of everyday school life
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
L3Harris Technologies Reports Strong First Quarter 2024 Results, Increases 2024 Profitability Guidance
Orders1 of $5.5 billion; book-to-bill of 1.06x Revenue of $5.2 billion, up 17%,...
26/04/2024
What Makes A Network Resilient?
Five Considerations For Communications Modernization In The 21st Century In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports Launches New Free Streaming Channel
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Roku Streaming Homes Hit 81.6M
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
Sarah Farrell Named General Manager Of Pinewood Toronto Studios
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and Myriad Solutions
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talent' award
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Picture Shop Announces Chris Evans as Head of Unscripted Brie Clayton April 26, 2024 0 Comments Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Participate in a Survey - The Impact of AI on Media and the Creative Industry Pascal Wagner April 26, 2024 0 Comments By participating in this survey,...
26/04/2024
Hi Barbie! Mattel Launching First FAST Channels on Samsung TV Plus
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Marty Moe Named President Of Trusted Media Brands
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard Directs Jim Henson Documentary for Disney Plus
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
Kraken Skate Away From RSN Root Sports for Deals With Tegna, Amazon
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Warner Bros. Discovery Launches Olli First-Party Data Platform
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
The Equalizer' Gets Season 5 on CBS
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW Inks New Deal for Miss USA, Miss Teen USA
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Urging Young Viewers To Vote With Blunt Campaign
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....