Recent findings from a Sizmek study of 500 US and European brand decision-makers indicate that about 38 percent of brands will admit to delivering ads on unsafe sites, while only about 60 percent of brands have a third party brand safety capability. Those who do have brand safety capabilities or partners expressed little satisfaction with them. The survey found widespread pessimism about the impact of the General Data Protection Regulation (GDPR) on marketers? ability to target audiences with third party data.
- Almost 40 percent of brands surveyed admitted to hosting ads on dangerous or harmful websites.
- Although about 60 percent of brands have some kind of brand safety solution or partner available to them, satisfaction with brand safety options is low.
- Survey respondents expressed pessimism about the impact of the GDPR on their ability to use third party data for marketing.
“Across all markets, most money is going towards mobile-optimised video ads on social platforms like YouTube and Facebook.”