Brand Risk, sometimes referred to as “Reputational Risk”, includes everything that can be a danger or threat to the good name or reputation of a company.
Since the emerge of programmatic advertising in the field of online marketing and mobile advertising the issue of brand safety has become more important than ever before. Advertisers do not longer negotiate individually with every publisher they are working together with. The distribution of advertisements in online marketing is nowadays organized through Ad Networks and Demand-Side-Platforms (DSPs). Using these technologies, advertisers and publishers can trade with advertising inventory a lot faster and more efficient than before. But unfortunately, advertisers cannot control the delivery of their advertisements as exact as before because it is organized fully automatic.
In mobile advertising, brand risk occurs since advertisers do not exactly know in which environment their ad will appear. Although marketers usually use contextual data to closely identify their target group, ads sometimes appear in applications or websites than can be a threat to the reputation of a brand. Appearing in applications or on websites with doubtful, offensive, discriminating or even illegal content can seriously injure a company’s reputation.
Basically, in programmatic buying the issue of managing brand risks is all about targeting:
- Gaining full transparency to the mobile website or mobile application
- Targeting based on insights about page-level or view-level content for mobile web, mobile apps and games
- Targeting based on privacy signals
Since the biggest part of market value comes from intangible assets such as brand equity, companies are especially vulnerable to anything that damages their reputation. That is why more and more agencies offer special services to provide a better brand safety.