RTÉ takes steps to preserve brand safety for advertisers

RTÉ takes steps to preserve brand safety for advertisers
Mary Corcoran, ad operations manager at RTÉ: ‘Brand safety is a big topic of conversation right now’ Picture: Bryan Meade

Brand safety has become the latest hot topic in advertising. The internet has offered thousands of new ways for companies to communicate with their customers, but digital advertising can also go wrong.

Brand safety, which is a brand’s exposure to inappropriate content, is now ranked as the second-highest priority behind transparency, according to the World Federation of Advertisers. It found that 70 per cent of brands believe that the importance of brand safety has escalated...

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