Chris Pattinson
Apr 7, 2017

What's missing from the brand-safety conversation: Context

A keyword out of context can mean a missed opportunity or a branding disaster.

Chris Pattinson

Campaign's recent article “Brand Safety How the YouTube kerfuffle is playing out in APAC” is timely in raising some key issues. You’re perfectly right in saying that reaction in the region has been rather muted compared to the US and Europe.

However, as the conversation around “GoogleGate both deepens and widens, advertisers in APAC are now increasingly conscious of the intimate relationship between brand, messaging and environment as well as...

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