A quick search on Google outlines the many impacts COVID has on our lifestyle, health and wellbeing. This social and economic disruption has also greatly affected most industries, and needless to say it has also largely impacted the advertising industry. Amidst this chaos and disruption, brands have come to realise the need to understand how to run advertising campaigns that protect their image in keeping with the existential climate. We see that the pandemic has catalysed a shift from simply being Brand Safe- which used to refer to spam, malware and inappropriate content to adopting the concept of Brand Suitability - a solution that allows for customised targeting parameters. This solution can either help a brand to avoid content that is specifically inappropriate for its unique sensitivity and values but may be appropriate for another brand. Continue reading on to find out how brand suitability can combat current issues.
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