Advertiser Protection Bureau formed to address brand safety

Anne Freier

In Mobile Advertising. April 13, 2018

Cooperation among media groups to tackle current issues in mobile and digital marketing appears to be in full swing.
Now, the American Association of Advertising Agencies has partnered with a number of media agency executives to address and ensure brand safety as part of a coalition.
The new Advertiser Protection Bureau (APB) is represented by agencies including Dentsu Aegis Network, GroupM, Havas Media, Horizon Media, IPG Mediabrands, MDC Partners, Omnicom Media Group, and Publicis Media.

“There has been a lot of discussion around brand safety,” explained Marla Kaplowitz, President and CEO of the American Association of Advertising Agencies . “What’s unique about Advertising Assurance is that it evolves that discussion to a more holistic view of what our responsibility is to consumers, to brands and to each other because advertising assurance can’t happen if we’re not communicating with each other and working together.”

As part of the APB, the companies are going to work together to ensure adverts are published in the right environments, not posing a risk toward brand safety.
The overall aim of the APB is to achieve ‘Advertising Assurance’.
Throughout the year, the group will also work to establish a risk management module and a code of decency to boost brand safety.
Louis Jones, EVP of media & data at the American Association of Advertising Agencies added that competition among media agencies had no place in the discussion over brand safety.

“Brand safety and the negative impact it has on consumer trust is an issue that affects everyone. APB is our first step in breaking down the silos to create a united community that protects the health of all brands, while keeping consumers safe, too. Of course, this isn’t just an agency conversation; our industry has to have active participation from brands and publishers to be successful in improving the litany of issues around this topic. We look forward to working collaboratively with our industry partners to create effective solutions.”