Since numerous high-profile incidents occurred involving ads from major brands showing up next to unsuitable content back in 2017, brand safety and suitability become a top priority for marketers and publishers alike.
But what tools do you find most helpful in helping to solve this problem? And which channels do you feel need more support to tackle brand safety? Have your say on these key questions and more in our brand safety poll, and enter for your chance to win a €200 Amazon voucher.

This short industry poll should take no longer than 10 minutes. Whilst there are lots of studies which look at consumer views, we want to find out what is actually happening from the advertising industry experts. We want your views on how Brand Safety has been tackled over the past 12 months to determine what action needs to be taken in 2024.

This is the fifth year that IAB Europe is running the Brand Safety poll. We will benchmark the findings against the previous results to discover what has changed, how seriously the industry is tackling Brand Safety, and uncover what new challenges have developed over the past year. The full results will provide great insights into how the ecosystem has changed in the last couple of years.

The deadline to complete the poll is Friday 15th March, 2024.

Question Title

* 1. Is your company?

Question Title

* 2. In your role which region / market(s) are you responsible for?

Question Title

* 3. Are the following industry topics more or less of a challenge than last year?

  More of a challenge The same Less of a challenge Don't know
Brand Safety
Ad Blocking
Ad Fraud
Privacy Concerns
Viewability
Transparency
Sustainability
Post Third Party Cookie readiness

Question Title

* 4. With regards to Brand Safety, please answer why you feel it is:

Question Title

* 5. Which stakeholder group do you think is most responsible for ensuring brand safety?

Question Title

* 6. Why do you think the stakeholder group you chose is most responsible?

Question Title

* 7. Please state the extent to which you agree or disagree with the following statements about Brand Safety

  Strongly agree Agree Neutral Disagree Strongly disagree
Brand safety was a key priority for the industry in 2023
The industry has done a good job of tackling brand safety over the past 12 months
Brand safety will be less of a challenge in 2024
Tech innovations are helping to solve brand safety concerns
Advertisers are more concerned with brand safety than last year
Ensuring brand safe environments is a key part of all digital media campaigns
Contextual targeting and brand safety are equally important
There has been greater demand for brand suitability over the past 12 months

Question Title

* 8. Which of the following tools does your company use to ensure Brand Safety?

Question Title

* 9. Do you think Brand Safety requires a bespoke approach to each client's needs?

Question Title

* 10. Do you use brand safety, brand suitability or both?

Question Title

* 11. Which industry vertical shows the greatest concern for Brand Safety?

Question Title

* 12. Which brand(s) are pushing the industry to tackle Brand Safety?

Question Title

* 13. Which of the following channels do you feel needs more support to tackle Brand Safety?

Question Title

* 14. Please expand on why you think that channel needs more support

Question Title

* 15. IAB Europe has published various resources on brand safety including a Guide to Quality, Guide to Brand Safety in CTV and a Guide to Brand Safety and Suitability. Do you have any feedback on what else could IAB Europe do in 2024 to further address Brand Safety?

Question Title

* 16. With regards to news and current affairs, what has been the biggest brand safety concern to your business over the past 12 months and how have you tackled it?

Question Title

* 17. Finally, what do you think the industry needs to do to further tackle Brand Safety?

Question Title

* 18. As a thank you for completing the survey, if you'd like to enter into our prize draw for a chance to win a €200 Amazon voucher please enter your details below.  Please note: this will be kept confidential

( Privacy & Cookie Notice

T