In this episode of The Advertising Forum Sponsored by Zefr, Jeremy Bloom and AdTechGod engage with Louis Jones, CMO of the Brand Safety Institute, to discuss the concept of brand purpose.

They discuss the importance of authenticity in branding, the challenges brands face in maintaining their purpose amidst the complexities of social media platforms, and the best practices for ensuring brand safety and reputation.

The conversation emphasizes the need for strategic planning, understanding suitable environments for brand messaging, and the necessity of investing resources to achieve meaningful brand purpose.

Takeaways:

• Brand purpose requires a conscious decision from the brand.
• Navigating social platforms demands a focus on authenticity.
• Patience is crucial in maintaining brand purpose.
• A flashlight approach helps in targeting brand messaging.
• Understanding suitable environments is key to brand safety.
• Investing in brand purpose can yield higher returns.
• Content moderation policies can dilute brand values.
• Brands must do their homework on media buying.
• Real-time adjustments are necessary in fast-paced environments.
• Collaboration within the organization is essential for clarity.

In this episode of The Advertising Forum, Dan Slivjanovski, CMO of DoubleVerify, discusses the critical role of trust and transparency in the digital advertising ecosystem.

He emphasizes the importance of verification in ensuring that brands can confidently invest in advertising without fear of fraud or misplacement. The conversation explores how DoubleVerify supports partners through education and innovative measurement solutions, enhancing transparency across various platforms.

Dan also highlights the industry's challenges and the potential of AI to revolutionize advertising effectiveness, particularly through dynamic activation.

In this episode of the Advertising Forum's Transparency Series, Jeannie Olliver, the SVP of Revenue Operations at Business Insider, discusses how trust and transparency can help publishers and content creators increase their revenue and contribute to a healthier digital advertising industry. The conversation highlights the importance of being a credible and trusted source of information, the need for greater transparency with brands and measurement tools, the role of advanced tech and measurement in understanding users and optimizing ad experiences, and the value of news environments for advertisers.

The episode is sponsored by Double Verify.