Brand Safety Developments in Europe

This short industry poll should take no longer than 10 minutes. Whilst there are lots of studies which look at consumer views, we want to find out what is actually happening from the advertising industry experts. We want your views on how Brand Safety has been tackled in 2021 and to determine what action needs to be taken in 2022.

This is the third year that IAB Europe is running the Brand Safety poll. We will benchmark the findings against the 2019 and 2020 results to discover what has changed, how seriously the industry is tackling Brand Safety, and uncover what new challenges have developed in 2021. The full results will provide great insights into how the ecosystem has changed in the last couple of years.

Survey deadline: Friday 28th January

Question Title

* Is your company?

An advertiser

A publisher

An agency

An ad tech company

Industry association

Other (please specify)

Question Title

* In your role which region / market(s) are you responsible for?

Austria

Belarus

Belgium

Bulgaria

Croatia

Czech Republic

Denmark

Finland

France

Germany

Greece

Hungary

Ireland

Italy

Latvia

Macedonia

Netherlands

Norway

Poland

Portugal

Romania

Russia

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Turkey

Ukraine

Pan-European

Global – European countries plus others

Other (please specify)

Question Title

* Are the following industry challenges more or less of a challenge than last year:

	More of a challenge than last year	The same	Less of a challenge than last year
Brand Safety	Brand Safety More of a challenge than last year	Brand Safety The same	Brand Safety Less of a challenge than last year
Ad blocking	Ad blocking More of a challenge than last year	Ad blocking The same	Ad blocking Less of a challenge than last year
Ad Fraud	Ad Fraud More of a challenge than last year	Ad Fraud The same	Ad Fraud Less of a challenge than last year
Privacy Concerns	Privacy Concerns More of a challenge than last year	Privacy Concerns The same	Privacy Concerns Less of a challenge than last year
Viewability	Viewability More of a challenge than last year	Viewability The same	Viewability Less of a challenge than last year
Transparency	Transparency More of a challenge than last year	Transparency The same	Transparency Less of a challenge than last year

Question Title

* With regards to Brand Safety, please answer why you feel it is:

More of a challenge:

Less of a challenge:

N/A

Question Title

* Which stakeholder group is most responsible for ensuring brand safety?

Publisher

Agency

Advertiser

Vendor

Question Title

* Why do you think the stakeholder group you chose is most responsible?

Question Title

* Please state the extent to which you agree or disagree with the following statements about Brand Safety:

	Strongly agree	Agree	Neutral	Disagree	Strongly disagree
Brand Safety was a key priority for the industry in 2021	Brand Safety was a key priority for the industry in 2021 Strongly agree	Brand Safety was a key priority for the industry in 2021 Agree	Brand Safety was a key priority for the industry in 2021 Neutral	Brand Safety was a key priority for the industry in 2021 Disagree	Brand Safety was a key priority for the industry in 2021 Strongly disagree
The industry has done a good job of tackling Brand Safety over the past 12 months	The industry has done a good job of tackling Brand Safety over the past 12 months Strongly agree	The industry has done a good job of tackling Brand Safety over the past 12 months Agree	The industry has done a good job of tackling Brand Safety over the past 12 months Neutral	The industry has done a good job of tackling Brand Safety over the past 12 months Disagree	The industry has done a good job of tackling Brand Safety over the past 12 months Strongly disagree
Brand Safety will be less of a challenge in 2022	Brand Safety will be less of a challenge in 2022 Strongly agree	Brand Safety will be less of a challenge in 2022 Agree	Brand Safety will be less of a challenge in 2022 Neutral	Brand Safety will be less of a challenge in 2022 Disagree	Brand Safety will be less of a challenge in 2022 Strongly disagree
Tech innovations are helping to solve Brand Safety concerns	Tech innovations are helping to solve Brand Safety concerns Strongly agree	Tech innovations are helping to solve Brand Safety concerns Agree	Tech innovations are helping to solve Brand Safety concerns Neutral	Tech innovations are helping to solve Brand Safety concerns Disagree	Tech innovations are helping to solve Brand Safety concerns Strongly disagree
Advertisers are more concerned with Brand Safety than last year	Advertisers are more concerned with Brand Safety than last year Strongly agree	Advertisers are more concerned with Brand Safety than last year Agree	Advertisers are more concerned with Brand Safety than last year Neutral	Advertisers are more concerned with Brand Safety than last year Disagree	Advertisers are more concerned with Brand Safety than last year Strongly disagree
Ensuring brand Safe environments is a key part of all digital media campaigns	Ensuring brand Safe environments is a key part of all digital media campaigns Strongly agree	Ensuring brand Safe environments is a key part of all digital media campaigns Agree	Ensuring brand Safe environments is a key part of all digital media campaigns Neutral	Ensuring brand Safe environments is a key part of all digital media campaigns Disagree	Ensuring brand Safe environments is a key part of all digital media campaigns Strongly disagree
Contextual targeting and brand safety are the same	Contextual targeting and brand safety are the same Strongly agree	Contextual targeting and brand safety are the same Agree	Contextual targeting and brand safety are the same Neutral	Contextual targeting and brand safety are the same Disagree	Contextual targeting and brand safety are the same Strongly disagree
There has been greater demand for Brand suitability in 2021	There has been greater demand for Brand suitability in 2021 Strongly agree	There has been greater demand for Brand suitability in 2021 Agree	There has been greater demand for Brand suitability in 2021 Neutral	There has been greater demand for Brand suitability in 2021 Disagree	There has been greater demand for Brand suitability in 2021 Strongly disagree

Question Title

* Which of the following tools does your company use to ensure Brand Safety?

	Yes	No
Inclusion list	Inclusion list Yes	Inclusion list No
Exclusion list	Exclusion list Yes	Exclusion list No
Verification partners	Verification partners Yes	Verification partners No
Keyword targeting	Keyword targeting Yes	Keyword targeting No

Other (please specify)

Question Title

* Do you think Brand Safety requires a bespoke approach to each client's needs?

Yes

Question Title

* Is Brand Suitability playing a role in (your) campaign planning?

Yes

Question Title

* Which industry vertical shows the greatest concern for Brand Safety?

Automotive

Retail

Financial services

Telecommunications

FMCG (CPG) & Consumer Products

Travel

Computing Products & Electronics

Entertainment

Healthcare

Lifestyle

Other (please specify)

Question Title

* Which brand(s) are pushing the industry to tackle Brand Safety?

Question Title

* Did you read IAB Europe's Guide to Quality that was published in September and has it helped you with your Brand Safety strategy?

Yes

Question Title

* Which of the following platforms do you feel needs more support to tackle Brand Safety?

Audio

Traditional Digital Platforms

Connected TV

In-Gaming

Voice

Question Title

* IAB Europe has also released a Guide to Brand Safety in CTV and is planning a Guide to Brand Safety in In-Gaming in 2022. Do you have any feedback on what else could IAB Europe do in 2022 to further address Brand Safety?

Question Title

* Has the Covid-19 Pandemic changed your view on Brand Safety and how you approach that topic?

Yes

Question Title

* Have you been stricter when implementing your Brand Safety Rules since the start of Covid-19?

Yes

Brand Safety Developments in Europe

Question Title

* Is your company?

Question Title

* In your role which region / market(s) are you responsible for?

Question Title

* Are the following industry challenges more or less of a challenge than last year:

Question Title

* With regards to Brand Safety, please answer why you feel it is:

Question Title

* Which stakeholder group is most responsible for ensuring brand safety?

Question Title

* Why do you think the stakeholder group you chose is most responsible?

Question Title

* Please state the extent to which you agree or disagree with the following statements about Brand Safety:

Question Title

* Which of the following tools does your company use to ensure Brand Safety?

Question Title

* Do you think Brand Safety requires a bespoke approach to each client's needs?

Question Title

* Is Brand Suitability playing a role in (your) campaign planning?

Question Title

* Which industry vertical shows the greatest concern for Brand Safety?

Question Title

* Which brand(s) are pushing the industry to tackle Brand Safety?

Question Title

* Did you read IAB Europe's Guide to Quality that was published in September and has it helped you with your Brand Safety strategy?

Question Title

* Which of the following platforms do you feel needs more support to tackle Brand Safety?

Question Title

* IAB Europe has also released a Guide to Brand Safety in CTV and is planning a Guide to Brand Safety in In-Gaming in 2022. Do you have any feedback on what else could IAB Europe do in 2022 to further address Brand Safety?

Question Title

* Has the Covid-19 Pandemic changed your view on Brand Safety and how you approach that topic?

Question Title

* Have you been stricter when implementing your Brand Safety Rules since the start of Covid-19?

Question Title

* Finally, what does the industry need to do to further tackle Brand Safety?