4A’s APB releases Brand Safety Playbook OTT/CTV guidance

The 4A’s Advertiser Protection Bureau (APB) is pleased to introduce Brand Safety for OTT/CTV: An Addendum to the 4A’s Brand Safety Playbook, a supplement to the 2019 Brand Safety Playbook that focuses on the over-the-top (OTT) and connected TV (CTV) advertising platforms.

The rising consumer adoption of and brand investment in OTT and CTV creates industry challenges including higher CPMs; a fragmented ecosystem; a lack of industry standards and best practices; a lack of universal measurement and transparency; and fraud and brand safety issues.

This playbook is designed to help agencies and brands protect themselves against and overcome these challenges.

The APB recommends several best practices to optimize consumer and brand protection, investment value, and performance, including:

  • Standard digital best practices application
  • Measurement vendor selection
  • Inventory source selection

The APB offers this addendum to the Brand Safety Playbook with substantial support from Brand Safety Institute (BSI), IAB Tech Lab, and Trustworthy Accountability Group (TAG).

Download Brand Safety for OTT/CTV: An Addendum to the 4A’s Brand Safety Playbook.

Download Brand Safety Playbook: A Guide to Defending Brands and Consumers.