[loop live APAC : The Executive View] Making the right impression Building Safe Brands

Between a global pandemic, wars, highly polarized political rhetoric, and ongoing coverage of key social justice issues, deciding on how you want your brand to show up in public, let alone controlling where your ads appear, can be daunting.
Advertisers and media buyers are rightfully concerned that their programmatic buys are showing up in unexpected places. Many brands have voiced the need to around clean up an increasingly murky ecosystem.

While over 50% of consumers buy or advocate for brands based on their beliefs or values, less than 5% of media spends by Brands in Asia have Brand Safety or Verification controls in place. Much to do with the costs involved.

But why build a brand just to tear it down online?

Determining risk tolerance, and the cost to do so, is critical in the pursuit of audience reach and relevance. Ultimately, paying more for one impression may leave a lasting impression on consumers.