Brand Safety: The World Before and after Digital Marketing

Brand safety has been significantly impacted by the evolution of technology, content, and sharing platforms. In just 25 years, brand safety has evolved from the pre-digital dark ages to the forefront of advertising technology. In the pre-digital era, brand safety largely consisted of tangible issues such as poor product placement, trademark infringement, and bad press.

Simple isn’t always better though, it was hard to target, scale, and measure campaigns, and a lot of creative energy was wasted on things computers now can do.

A brand’s safety concerns today include more than just traditional print advertising, including websites, blogs, and social media platforms. Marketers and advertisers must now change their approaches to brand safety as a result.

Here’s how brand safety has evolved over the years:

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