{"id":4200,"date":"2019-03-12T10:07:55","date_gmt":"2019-03-12T14:07:55","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?page_id=4200"},"modified":"2025-04-03T18:57:04","modified_gmt":"2025-04-03T22:57:04","slug":"brand-safety","status":"publish","type":"page","link":"https:\/\/acaweb.ca\/en\/leadership\/strategic-priorities\/brand-safety\/","title":{"rendered":"Brand Safety"},"content":{"rendered":"<p style=\"text-align: right;\"><a class=\"register-now\" href=\"https:\/\/acaweb.ca\/en\/leadership\/strategic-priorities\/\">Browse All Strategic Priorities<\/a><\/p>\n<p>Difficulties in maintaining a brand\u2019s reputation when it is advertised online has grown in lockstep with the explosion of digital media. Issues are wide ranging and include, but are not limited to:<\/p>\n<ul>\n<li><strong>Contextual misalignment<\/strong> between a page\u2019s content and the ad that is being served on that page. For example, a funeral home shouldn\u2019t advertise next to birth announcements.<\/li>\n<li>Ads being placed next to <strong>\u2018fake news\u2019 or extremist content<\/strong>. The implication is a brand inadvertently funding a malicious or fraudulent content-maker or site, such as a terrorist organization.<\/li>\n<li><strong>Other harmful content<\/strong> may range from political messaging to adult content. Every brand should have its own unique list of content that is considered harmful if associated with their brand.<\/li>\n<li><strong>Bot traffic<\/strong>, which is a complex issue of its own, can also be a brand safety issue when ads are placed on low-value sites chiefly due to a lack of poor planning and oversight with programmatic ad placement.<\/li>\n<\/ul>\n<p>Brand safety will continue to be an ongoing issue and the ACA strives to support its members in protecting their brands\u2019 reputations. We have addressed issues with platforms where brand safety has been at risk on behalf of individual members and our membership at large. In addition, there are several resources available for members on our site, below.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em; border: none;\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><em>This icon means you must be an ACA member to view the content.<\/em><\/p>\n<h3>Related Resources<\/h3>\n<p>(2021) <a href=\"https:\/\/acaweb.ca\/en\/events\/brand-safety-what-you-need-to-know\/\">Brand Safety: What You Need To Know [Webinar]<\/a> <img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><br \/>\n(2020) <a href=\"https:\/\/acaweb.ca\/en\/resource\/mrc-brand-safety-reference-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">MRC Brand Safety Reference Guide<\/a> <img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><br \/>\n(2020) <a href=\"http:\/\/iabcanada.com\/content\/uploads\/2020\/08\/IABCanadaBrandSafetyWP-copy.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Brand Safety in Online Advertising : Technical Guidelines, Industry Response and Training<\/a> (IAB Canada)<\/p>\n<h3>Member Alerts<\/h3>\n<p>(April 2019) <a class=\"\" href=\"https:\/\/imis.acaweb.ca\/aca\/aca\/portal\/Sign_In.aspx?returnurl=\/aca\/aca\/Custom\/Relay.aspx?nextUrl=https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/pages\/4200?login=true\">Recommended Actions in Response to Recent Brand Safety Issues<\/a> <img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><\/p>\n<h3>Related Articles<\/h3>\n<p>(January 8, 2021) <a href=\"https:\/\/www.fastcompany.com\/90592199\/the-capitol-coup-needs-to-be-brands-wake-up-call-about-funding-online-disinformation\" target=\"_blank\" rel=\"noopener noreferrer\">The attempted coup at the Capitol needs to be brands\u2019 wake-up call about funding online disinformation<\/a><br \/>\n(November 13, 2019) <a href=\"https:\/\/www.linkedin.com\/pulse\/save-digital-advertising-world-togetherwecan-jerry-daykin\/\" target=\"_blank\" rel=\"noopener noreferrer\">Save Digital Advertising, Save the World? #TogetherWeCAN #Outvertising<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Browse All Strategic Priorities Difficulties in maintaining a brand\u2019s reputation when it is advertised online has grown in lockstep with the explosion of digital media. Issues are wide ranging and include, but are not limited to: Contextual misalignment between a page\u2019s content and the ad that is being served on that page. For example, a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":38,"menu_order":3,"comment_status":"closed","ping_status":"closed","template":"leadership-grandchild.php","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:site_name\" content=\"Association of Canadian Advertisers\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@ACA_tweets\" \/>\n<script type=\"application\/ld+json\" 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