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As the UK General Election approaches on 4 July, challenges like brand risk and misinformation become amplified and marketers need sophisticated technology to confidently cut through the noise and reach their ideal consumers while staying brand-safe.

The IAS Political Guide deep dives into six actionable steps marketers can take to ensure brand protection, support quality journalism, and drive superior results this election season. With IAS Measurement & Optimization solutions, you can expect:

• Brand-specific protection with curated contextual avoidance down to the sentiment & emotion level 
• Contextual targeting to reach your audiences with curated segments for political related content 
• Ad fraud protection across programmatic, social, and CTV buys
• AI-powered protection against misinformation

Download the IAS Political Guide now to access the six steps you can take to drive superior results across major political events.

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So how can you safeguard and scale your brand during major sporting events?

IAS’s new guide, A Marketer’s Game Plan for Winning Gold, is now available to help you protect your brand and drive superior results during the Olympics and other major sporting events. This comprehensive guide includes tools and techniques you can leverage to capture consumer attention and boost brand protection in any major sporting event. 

In this guide, you’ll learn:

• How to review your brand safety settings and scale your ad investments confidently 
• Why you should be measuring attention across the open web
• How you can quantify the impact of your media inventory 
• The best ways to detect and avoid MFA sites
• The key to superior CTV campaigns 

Leverage IAS to drive superior results during major sports events like the 2024 Olympics. Access the guide by clicking the download button on the right to get started.

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Exploring consumer perception of appropriate online content and misinformation

The amount of online content that consumers deem inappropriate is growing — and brands are being held more accountable for ad placement than ever before. In a digital landscape where an ad’s surrounding content can make or break consumers’ perception of a brand, what can marketers do to avoid risky content and increase trust and favorability among consumers?

In our latest study, IAS explores what content UK consumers consider to be brand safe and unsafe and uncovers the impact that ad environments have on consumers’ perceptions of brands and their advertising. Plus, we deep dive into what consumers think of brands supporting quality journalism versus misinformation

Key findings include:

• 92% of UK consumers say it’s important to them that the content surrounding online ads is appropriate
• 80% of UK respondents feel less favourable toward a brand that advertises near inappropriate content 
• More than half of consumers say that they are more likely to purchase a product or service when a brand’s ad appear near appropriate content 

Understanding the environment where your ads appear is crucial for mitigating adverse impacts. By prioratising consumer-centric brand safety strategies and ensuring brand suitability, you can prevent detrimental ad placements that could negatively impact your brand’s engagement, favourability, and loyalty.  

 Harness IAS brand safety and suitability tools to build trust with consumers and drive superior results today.

Download the study to get started. 

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How marketers can achieve brand safety and suitability to drive superior results

The digital advertising landscape is unpredictable, threatening the strength of brands with waves of new content by the second. New media channels, the growth of user-generated content, and the continuous risk of unsuitable content constantly challenge a brand’s reputation and ability to drive results at scale. 

So, how can marketers minimize risk while simultaneously increasing return on ad spend (ROAS)? 

In our latest white paper, Building an Unbreakable Brand, IAS guides marketers through the safety and suitability strategies that are proven to protect brands, improve ROAS, and increase efficiencies. In these pages, we introduce our measure, calibrate, and optimize approach through a series of case studies to show how our performance-driven brand safety and suitability strategies minimize risk and improve performance at scale for brands across the digital ecosystem. 

In this white paper, you’ll find out:

• How IAS has helped marketers decrease fail rates by 53% to save nearly $800,000 for a brand annually
• How IAS helped an advertiser improve cost per acquisition (CPA) by 74%
• Why IAS’s Total Media Quality is powering the next generation of measurement

Marketers, now is the time to drive superior results with unbreakable brand safety and suitability. Download the white paper, Building an Unbreakable Brand, to get started today.

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