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How geared are Indian companies to ensure Brand Safety?

When more and more advertisers are starting their digital journey because of the pandemic and a lot of brands are becoming direct to consumer, it is important that the digital marketing ecosystem is used in its best construct. Unfortunately, Brand Safety is one aspect which is an important aspect for digital marketers to be concerned about, be aware about and be protected against when they are running their digital marketing campaigns.

‘Brand Safety and Regionalization of Digital Marketing’ was the topic of discussion at the recently-held MOBEXX 2020. The panellists included:

Dhiraj Gupta, CTO & Co-Founder, mFilterIt (Moderator)

Krishnarao Buddha, Senior Category Head – Marketing, Parle Products

Madhuri Krishnan, Sales Director, Truecaller

Rahul Marwaha, Vice President, Media Activation, India, Essence

While globally brand safety is a very big topic and advertisers are concerned about it and are taking steps to resolve it using tools, in India it seems to be at a nascent stage, opined the panellists. But with the pandemic and rapid adoption of digital, brand safety has picked up as a topic. The speakers pointed out that there two broad kinds of brands – multicultural MNS brands which have rigorous guidelines to maintain brand safety; and there are Indian brands where brand safety is not as much a relevant topic as of now. Indian brands are more focussed on getting the right reach, the right frequency, being on the right platforms.

The panellists also discussed about how to fit US-driven brand safety guidelines into a multilingual society like India, the impact of lack of brand safety on premium publisher, and much more.

Watch the entire session here:


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