Protecting modern brands
In commerce today, a company’s single most valuable asset is its brand. But with the rise of ad exchanges and programmatic advertising, it is difficult for brands to track everywhere their ads appear. In extreme circumstances, brands may find themselves in trouble with the public due to their ads running on pages or sites that contain content that the brand or its customers would view as inappropriate for one reason or another.
This is where the concept of “brand safety” comes in. Every brand needs to understand how advertisements affect brand reputation and how to minimise brand risks. This can mean avoiding negative associations with criminal activity, malware, fake news and hate speech. But it can also refer to less nefarious issues, such as avoiding paying for advertisements on websites that load slowly or are so poorly designed that viewers would rather click the back button or download an ad blocker.
Mike Zaneis and Neal Thurman co-founded the Brand Safety Institute (BSI) in 2018 as an organisation focused on educating brands about brand safety and training individuals to become certified Brand Safety Officers (BSO) devoted to promoting best practices around brand safety at their companies.
“Brand safety is still a relatively new concept for digital advertising,” says Thurman. “Many people working in brand safety today were asked or assigned to cover one or more brand safety-related issues after arriving at their job, but they didn’t have a lot of support, references or best practices to work from. We saw an opportunity with the Brand Safety Institute to help advance the practice of brand safety by providing training and accreditation to become a Brand Safety Officer.”
BSI launched its online training programme using Adobe Captivate Prime as the learning management system (LMS). “Our team has worked with many other LMS platforms, but Adobe Captivate Prime has a breadth of features that gave us the confidence that it would grow with us in the long term,” says Thurman.