Brand Suitability Amid COVID-19 – Adapting to an Evolving News Cycle

The current health crisis is an unprecedented event that has shaken the world. Advertisers are adapting to conditions colored by economic uncertainty, and are adjusting strategies holistically – including their approach to protecting brand reputation in a news cycle that is dominated by content about the pandemic. How can advertisers establish a brand suitability strategy that protects their brand reputation while simultaneously balancing scale?

This guide will help answer that question. It covers:

• Key questions for brands in evaluating their brand suitability strategy amid an evolving news cycle
• The role of news content and how to open scale on trusted news publishers
• Guidance and best practices on how to leverage DV’s brand safety toolkit to balance protection and reach
• An overview of the impact of our guidance on opening up scale supporting trusted news publishers