Global Product Group Director, Marketing Activation Tech and Digital at Reckitt, Teresa Fusaro, wrote an article titled “Navigating New Brand Safety Complexities: A Digital Marketer’s Perspective” in AdExchanger. She reflects on the current state of the advertising industry and suggests improvements.

Teresa highlights the urgent need for proactive brand safety protection among major global advertisers. She acknowledges the limitations of manual reviews and the necessity for scalable solutions.

She states, “This is where campaign setup governance technology can be transformative. The recent governance technology revolution means marketers can not only act upfront to protect their campaigns; they can also do it at scale and in near-real time. The landscape of solutions providing meaningful visibility to digital campaign setup is driven by industry innovators like Adfidence and in-house solutions developed by advertisers and media agencies for their own purposes.”