Ritson: The brand safety scandal is no one’s fault but Google’s
Marketing week | March 29, 2017
There can be no justification for advertising funding abhorrent organisations, even if marketers were hunting for the lowest possible price for their programmatic advertising.Two months ago most marketers would have struggled to explain what ‘brand safety’ was, let alone incorporate it into their communications planning. But barely seven weeks later, it has risen from relative anonymity to the very top of the marketing totem pole for almost every major brand on the planet.