The article “Brand safety—10 ways for marketers to move beyond the basics” in AdAge offers ideas for avoiding front-page scandals and progressive steps global advertisers can take to protect their brands and improve the digital ecosystem.

One of the solutions involves diving deep into campaign setup: “A great brand safety policy is lovely on paper, but it means nothing if you aren’t crystal clear on exactly what that means in practice. The vast majority of modern media decisions take place within campaign setup of various tech platforms. Be especially careful of ‘extension’ products in search and social that can push your ads into entirely different environments at the flick of a switch.”

This is where Adfidence plays a crucial role: “Plan for human error – Even the clearest guidance is only as good as the people enacting it. Busy in-house teams and agencies working across multiple clients will sometimes make mistakes. Some of these can be minimized by playing with the master or default setting for an account, but it still needs a constant audit. Tools such as the Adfidence campaign setup governance platform can help.”