MRC strengthens brand safety

The supplement outlines new requirements for ad verification related to brand safety including an ad’s proximity to discrete pieces of content.

The aim is that the guidelines can better address the more complex brand safety issues that occur in today’s online environments, including in-application where ads often exist alongside both curated and user-generated content (UGC).

The updates were developed by MRC in collaboration with the American Association of Advertising Agencies ( 4A’s), the Association of National Advertisers (ANA), and the Interactive Advertising Bureau (IAB).. 

George Ivie, MRC’s executive director and CEO, said: "The release of this new supplement brings critically needed guidance that’s focused at the content level to help with the brand safety realities of today’s digital ad marketplace."