In the days of “Mad Men” and before, ads were delivered into fixed placements that were known in advance.
But these are the days of real-time delivery into millions of dynamic contexts, defined by surrounding content and challenged by viewing conditions. So, advertisers find themselves increasingly concerned that their messages are being compromised by factors they don’t control.
Toward the goal of re-establishing control, a new organization — the Brand Safety Institute — launched this week in Washington, DC.
Formed by Mike Zaneis, CEO of the corporate-focused Trustworthy Accountability Group (TAG) and Neal Thurman, director at Coalition for Better Ads (CBA), the organization intends to help define best practices, provide a certification program for the new role of Brand Safety Officer and offer other kinds of supporting education, training and resources.
Zameis told me that, to his knowledge, this is the first organization solely dedicated to this area.