In the days of “ Mad Men ” plus before, ads were delivered directly into fixed placements that were known ahead of time.
But these are the times of real-time delivery into millions of powerful contexts, defined by surrounding articles and challenged by viewing problems. So , advertisers find themselves increasingly worried that their messages are being jeopardized by factors they don’ to control.
Toward the aim of re-establishing control, a new organization — the Brand name Safety Institute — launched this week in Washington, DC.
Formed by Paul Zaneis, CEO of the corporate-focused Reliable Accountability Group ( TAG ) and Neal Thurman, director at Coalition to get Better Ads ( CBA ), the organization hopes to help define best practices, provide a qualification program for the new role associated with Brand Safety Officer and offer some other kinds of supporting education, training plus resources.
Zameis informed me that, to his knowledge, this is actually the first organization solely dedicated to this particular area.
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