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{"id":67851,"date":"2020-08-17T15:07:16","date_gmt":"2020-08-17T19:07:16","guid":{"rendered":"https:\/\/www.beet.tv\/?p=67851"},"modified":"2020-08-17T15:07:16","modified_gmt":"2020-08-17T19:07:16","slug":"context-fuels-brand-suitability-zefrs-nicol","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/08\/context-fuels-brand-suitability-zefrs-nicol.html","title":{"rendered":"Context Fuels Brand Suitability: ZEFR’s Nicol"},"content":{"rendered":"LONDON — The early-pandemic kerfuffle<\/a> during which many advertisers blocked news sites from their ad-buying lists using “brand safety” tools seemed to teach the industry one thing – news is actually very<\/em> safe, but it isn’t necessarily\u00a0suitable<\/em> for every brand.<\/p>\nThat’s why more companies in 2020 are starting to talk, instead, about “brand suitability”.<\/p>\n
But what\u00a0is<\/em> brand suitability, and how can advertisers find it? In this video interview with Beet.TV, Ross Nicol<\/a>, EMEA VP of sales for ZEFR, explains.<\/p>\nSafety vs suitability<\/h2>\n
“Where ads might be running, it could be completely safe, but are they suitable for your brand?,” Nicol says.<\/p>\n
“Do you want to be aligned with children’s content? Or you could be working with a pharmaceutical brand that wants health and wellness but they don’t want to run with mental health or home remedies, or new age medicine.<\/p>\n
So we can work on a brand by brand basis to define what is suitable for them.”<\/p>\n