The publishing giants in digital media would have you believe that bigger is better when it comes to guaranteeing brand safety online. In the immortal words of Flavor Flav: “don’t believe the hype”. No one’s internet is more reliable than anyone else’s. Publications can’t assure brand safety, only you can.
Last week I attended a Mumbrella360 session where a News Corp representative asserted that you could only trust a ‘premium publisher’ when it comes to guaranteeing brand safety online. Hypocritical I thought, given that a lot of what was being defined as ‘not brand safe’ was home page content on News.com.au or Daily Telegraph on any given day.
Case-in-point, I decided to conduct a quick experiment and took some snapshots of News Corp’s home page content. Along with the relentless ‘wardrobe malfunctions’ and basic nudity pieces, was the horrific footage of Muammar Gaddafi being beaten to death sat alongside an Aveena Baby
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