Brand safety is always top of mind for advertisers. But it’s become more important than ever as issues from coronavirus misinformation to the ongoing Facebook ad boycott dominate industry headlines.

For Joshua Lowcock, chief digital officer at UM and global brand safety officer at IPG Mediabrands, the renewed focus is an opportunity for advertisers to hold platforms and publishers across the board to a higher standard.

“The challenges to Facebook are not unique to them,” he says. “We need to use this moment to hold all platforms more accountable, and really make advertisers think about what they fund and where their ads run.”

While a boycott may not do much harm to Facebook’s bottom line, it does increase pressure on the company to accept accountability – and make real changes.

“It shouldn’t be thought of as a boycott for 30 days,” Joshua says. “These are ongoing conversations that need to be had with partners … every time you have a meeting. They’ll never be perfect, but we can keep pushing them toward perfection.”

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