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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 


Is your company?(Required.)
In your role which region / market(s) are you responsible for?(Required.)
Are the following industry challenges more or less of a challenge than last year:(Required.)
More of a challenge than last year
The same
Less of a challenge than last year
Brand Safety
Ad blocking
Ad Fraud
Privacy Concerns 
Viewability
Transparency 
With regards to Brand Safety, please answer why you feel it is:
Which stakeholder group is most responsible for ensuring brand safety?(Required.)
Why do you think the stakeholder group you chose is most responsible?
Please state the extent to which you agree or disagree with the following statements about Brand Safety:(Required.)
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Brand Safety was a key priority for the industry in 2021
The industry has done a good job of tackling Brand Safety over the past 12 months
Brand Safety will be less of a challenge in 2022
Tech innovations are helping to solve Brand Safety concerns
Advertisers are more concerned with Brand Safety than last year
Ensuring brand Safe environments is a key part of all digital media campaigns
Contextual targeting and brand safety are the same
There has been greater demand for Brand suitability in 2021
Which of the following tools does your company use to ensure Brand Safety?(Required.)
Yes
No
Inclusion list 
Exclusion list
Verification partners
Keyword targeting 
Do you think Brand Safety requires a bespoke approach to each client's needs?(Required.)
Is Brand Suitability playing a role in (your) campaign planning?(Required.)
Which industry vertical shows the greatest concern for Brand Safety?(Required.)
Which brand(s) are pushing the industry to tackle Brand Safety?
Did you read IAB Europe's Guide to Quality that was published in September and has it helped you with your Brand Safety strategy?(Required.)
Which of the following platforms do you feel needs more support to tackle Brand Safety?


(Required.)
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?
Has the Covid-19 Pandemic changed your view on Brand Safety and how you approach that topic?(Required.)
Have you been stricter when implementing your Brand Safety Rules since the start of Covid-19?(Required.)
Finally, what does the industry need to do to further tackle Brand Safety?