How brands are navigating brand safety risks, and the growing importance of brand suitability.

The brand safety crisis, that first caught the attention of advertisers in a major way back in 2017, is even more real today. And, like every crisis this also resulted in practical and workable solutions that have provided a semblance of control to advertisers in varying degrees.

However, some of the most widely used brand safety measures including blocklists, whitelisted channels/pages, third-party measurement and brand safety specialists, bring along their own set of efficiencies and pitfalls.

We surveyed 160+ agency heads and brand marketers in Southeast Asia to understand how they perceive and mitigate brand safety risks, what are biggest challenges with available measures and a pulse on the growing importance of, and readiness for, brand suitability.