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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


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