4A’s Introduces Brand Safety Playbook

The 4A’s is pleased to introduce the Brand Safety Playbook, designed to help you reduce your agency’s overall risk profile in the digital landscape, so you can focus on executional excellence, building brand equity, and performance.

This is an industry-leading effort to create cohesive guidelines for brand safety across fraud, malware, and content adjacencies, giving marketers the tools needed for safer deployment of digital advertising, and helping brands and agencies devote less time and effort to detect, report, address, and avoid brand safety risks—and more to your core remits of performance and brand building.

The 4A’s produced the Brand Safety Playbook in partnership with the Trustworthy Accountability Group (TAG), Brand Safety Institute (BSI), and IAB Tech Lab.

Learn more about why fraud is a persistent threat in a 4A’s podcast: “Ad Assurance, The Next Chapter: Understanding Fraud,” recorded at 4A’s Decisions 20/20 conference in March 2019, moderated by Louis Jones, 4A’s EVP–Media & Data, and featuring Michael Tiffany, co-founder and president of White Ops, and Abrahim Farraj, manager of creative content protection at NBC Universal. Stream or download the recording here.

We hope the Brand Safety Playbook can help you in your efforts to deliver a better, safer experience for brands and consumers.