Brand safety Whack-a-Mole: Marketoon of the Week

Affiliate Marketing
Brand Safety Whack-a-mole cartoon

With YouTube’s announcement that it will begin showing ads on all videos, regardless of whether you are in its partner program, we thought this recent cartoon from Tom Fishburne was appropriate.

Fishburne’s take: “Much of the traditional approach to brand safety has been reactive. Tools like keyword and URL blocklists are notoriously clumsy and lack context. As marketers shift from a reactive to a proactive approach, it will be interesting to see how the whack-a-mole game evolves.’

Why we care: There’s no putting the genie back in the bottle. Digital channels require robust monitoring, buying and placement capabilities within the adtech stack. Brand safety, along with fraud and addressability, are all related to protecting the investment made by digital advertisers. A solid adtech partner will do what it takes to maximize that investment by making it a safe one.

About The Author


Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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