Marketing in the UK: Keeping Your Brand Safe from Fake News, Violence and Other Scary Content - eMarketer

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eMarketer Interview

Marketing in the UK: Keeping Your Brand Safe from Fake News, Violence and Other Scary Content

Preview from eMarketer PRO

An interview with

Phill Hayman

Head of Technical Services, Sales Engineering, Integral Ad Science

Topics: Marketing

Interview summary

Although it’s a seemingly cyclical newsworthy topic, the issue of brand safety has come to a head in the UK. eMarketer’s Bill Fisher spoke with Phill Hayman, head of technical services, sales engineering at Integral Ad Science, about some of the reasons why this has become such a hot topic of late, and how Integral is trying to minimize some of the pain points.

Interview

eMarketer: Why is brand safety such a big story now?

Phill Hayman: In the last six to nine months there’s been a lot of news about news—fake news. There’s a lot of news floating about that may not be permissible for brands to serve against, so brands are on the watch-out.