Mateusz Rumiński

The scope of Brand Safety in digital advertising is broad and might be different for each brand. Find out how you should protect your brand against appearing next to undesirable content.

The digital marketing landscape is a very complex environment. There are many players with different profiles of activities addressing the diverse needs of their clients.

The process of advertising inventory purchasing has significantly evolved over the course of recent years. Another (r)evolution is right around the corner and it’s because of the deprecation of 3rd-party cookies.

Digital advertising has come a long way. From direct deals between brands and publishers to the extensive ecosystem that we operate in now. As did marketing campaign reporting.

Over the past two years, the entire advertising industry has been lively discussing the impending deprecation of third-party cookies and its implications for each side of the ecosystem. There are countless articles outlining the general concept of Google’s Privacy Sandbox and its alternatives, as well as assumptions on what will happen to the industry as a whole. However, when it comes to frequency capping – one of the most important tools for both publishers and advertisers, and arguably the least controversial one privacy-wise – there is not enough media coverage, apart from some calls to address the topic.

The testing season of cookieless tools has started with the announcement of Origin Trials for the Privacy Sandbox proposals. Adtech is now filled with various opportunities for testing – contextual targeting, identity solutions, first-party publisher’s audience data, or group-based methods. It is high time to leave feedback about specific tools in the places where it matters.