Is establishing a brand-safety KPI a good idea?

Posted on December 1, 2017
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The universal key performance indicator (KPI) to end all measurement metrics; an amalgamation of all that brands care about; a compilation of everything that agencies, suppliers and tech companies are forced to deal with for the betterment of the industry — a brand-safety KPI has the potential to benefit players on all sides of the advertising ecosystem by tracking brand safety at the campaign level. But is it a good idea?

When you think about the big three elements of measuring whether a digital campaign was safe or not, you think about three things:

  1. Did my ad show up next to the content I desired, or alternatively, did it show up next to something questionable?
  2. Was my ad viewable?
  3. Was my ad served to a human or some sort of invalid traffic (IVT)?

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