Campaign published an article that details the results from our latest research project. It explores the question, “have we been doing brand safety wrong?”

“Is the industry thinking about brand safety in the right way? Are its energies directed to a place that will make a difference? Recent research shows that the publishing environment has a significant impact on whether consumers react with warmth and consideration towards advertising. It’s less about the specific story or content and more about where the ad appears.

These insights emerged from a study that Inskin Media carried out with research agency Conquest and data provider Research Now SSI.”