Navigating Brand Safety: Challenges in Publishing

This chapter explores the critical issue of brand safety in the publishing industry and its implications for news monetization, particularly during elections. It highlights the struggles faced by publishers, such as the high block rates experienced by outlets like The Washington Post and the closure of smaller platforms like Jezebel, emphasizing a disconnect between marketer intentions and the realities of outdated safety measures. The discussion also addresses the rise of curated private marketplaces and the complexities of brand safety technologies, revealing significant challenges for both publishers and advertisers in a rapidly evolving digital landscape.