AdSafe Claims Online Brand Safety Is On the Slide

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Digiday, 12/13/10

It’s after midnight – do you know where your brand advertising is running online? According to AdSafe Media, a New York-based company that has developed a ratings and monitoring system for the “brand safety” of associated content, says that, between midnight and 4 a.m., 28 percent of all ad inventory served put the brands that advertise on those channels at “high risk” of damage to their reputations.

While the other online day-parts could be considered safer, according to the company’s proprietary rating system, AdSafe warns that its Q3 Internet “Safety Index” slid 6 percent from Q2. Put another way, the Internet’s consideration by advertisers as a “clean, well-lighted place” just got a little dimmer.

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