With the increased complexity of protecting a brand’s image and reputation from the rise in threats from fake news, inappropriate content, marketing tech, the digital supply chain, ad fraud and socially responsible consumers, marketers need a sound brand safety and fraud mitigation strategy. In support of these efforts, the MMA, together with brand leaders, has created a Brand Safety Guide.

With consumers spending significantly more time on various digital media due to social distancing, working from home etc., it is imperative for brands to strike the right balance - engage with the consumers in a meaningful, personalized manner while maintaining the right tone. While the role first-party data plays might differ across businesses, there is no time like the present for companies to rethink and be more explicit about what data they collect and why.