Globalis Media

Brand safety has become a major issue in the online media industry worldwide. Companies who value their brands should be concerned about what web pages their ads appear on, and next to what kind of content. Many advertisers assume that their brands are safe if they are running their online campaigns with a major media agency, major media exchange or platform, or major network. In fact, brand safety should never be assumed. Many major media agencies place their advertisers’ ads in very bad media placements, that can harm brand image and, in some cases, can potentially lead to legal action.

You may think that your brand is being fully protected and your advertising policies are being fully complied with. You might be very surprised to see some of the many “brand dangerous” situations and non-compliant ad placements found by the highly-trained brand safety and compliance team of our subsidiary company, ExDigata Inc.

ExDigita has found serious compliance issues on almost every media exchange and network, including those claiming to be completely “brand safe”. Our brand safety and compliance experts constantly find brand-dangerous media placements placed by major media agencies on web pages with sexually-explicit content or web pages promoting piracy of intellectual property. Incredibly, our expert team has found many major global brands known to be against piracy — advertising on piracy sites, as well as brands known for their “wholesome” brand positioning — on web pages with sexually-explicit content.

Click here for a sample list of brand dangerous ad placements. (Detailed incident reports and screen shots are provided only to ExDigita clients.)

Many media agencies — especially the huge, famous, international agencies — make many bad media placements that put their clients’ brands and companies at risk. There are many reasons for this, including: poorly-trained AdOps and Campaign Managers, emphasis on high-volume throughput to earn more money from their clients at the sacrifice of careful scrutiny of media, lack of in-depth, granular knowledge of the media being bought, lack of proper campaign settings, controls, and processes, and the failure to commit resources to brand safety and compliance.

Advertisers concerned about the safety of their brands are in good hands with Globalis Media. We are industry leaders in brand safety and compliance with advertising policies.