By: Joe Barone (Managing Partner, Brand Safety Americas - GroupM)

1. PROGRESS & PRESSURE:
ACHIEVING BRAND SAFETY
ON SOCIAL PLATFORMS
DIGIDAY NASHVILLE 2.22.19

2. • Two years since Brand Safety
firestorm
• Narrative moved from financial to
brand risk
• Consumer protection and social
responsibility in focus
• Revenue impact/reputational damage
• Government oversight?
• Increased efforts to address by
platforms
2

3. • Inventory Quality
• Digital Accountability
• Supply Chain Transparency
• Consumer Protection
• Risk Tolerance
• Brand Suitability
• Social Responsibility
3
BRAND SAFETY IN 2019

4. • Shift to brand equity, criminal behavior, and user
experience/respect
• Assessment of performance vs brand safety
• Maturing of industry cooperation
• Fake news escalates to ‘moral imperative’ debate
• Media & academia move to protect legitimate content
• Greater scrutiny on acceptable uses of precise location
data
• Platform social responsibility extending to public safety
BRAND SAFETY 2019 KEY TRENDS

5. 5
WHAT
COMMUNICATIONS
SHOULD WE
DEVELOP AROUND
BRAND SAFETY
AND POSSIBLE MIS-
STEPS?
WHAT ARE WE
PREPARED TO DO
WITH PUBLISHERS
THAT WON’T
COMPLY?
WHAT IS YOUR RISK
PROFILE FOR BRAND
SAFETY?
WHAT DO YOU NEED
TO DO TO
IMPLEMENT THESE
CHANGES?
HOW COULD YOU
ALIGN YOUR INTERNAL
KPI’S WITH HIGHER
QUALITY INVENTORY?
RISK TOLERANCE ASSESSMENT

6. 6
RISK TOLERANCE ASSESSMENT
High Risk Tolerance Low Risk ToleranceMedium Risk Tolerance
Price Advantage
through
inventory scale
Inventory
quality
advantage
Human-
viewable
exposure
Reduced brand
equity risk
Improved
consumer
experience
Quicker response to new risks

7. INDUSTRY EFFORTS: BRAND & CONSUMER PROTECTION

8. 8

9. 9

10. 10
PRESCRIPTIVE ANALYSIS

11. 11
PROBLEMS PERSIST

12. 12

13. 13
MOVING FROM STONE KNIVES TO SCALPELS

14. We have:
• State of the art AI
• Thousands of human reviewers
• NGO Partnerships
• Customizable Settings
• 3rd Party reporting integrations
• Channel & page level exclusion lists
and whitelists
We need:
• Faster response times to eliminate
root accounts
• Independent real-time decisioning
• Authentic Impression reconciliation
• Full transparency to all placements
• Tighter monetization policies
• Client agreement
14

15. • Consumer awareness:
- Fake news
- Data privacy
- Data usage costs
- Malware
- Latency
- Device degradation
- Ad clutter
- Illegal content
• Leads to:
- Ad blocking
- Data opt-outs
- Ad-free paid content
15
THE CONSUMER’S CLOCK IS TICKING

16. Source: World Federation of Advertisers16
PRIVACY LEGISLATION GOING GLOBAL

17. THANK YOUJoe.barone@groupm.com
@barone9323
GROUPM CONFIDENTIAL