p>You are surfing the web, switching between your Facebook
feed, and also reading an article about the growing rate of obesity
amongst adolescents due to the consumption of fast food. Suddenly,
you spot an advertisement for Burger King beside this article and
wonder about the irony of the whole situation.
Marketing is not just about creative advertisements – it
also involves substantial investment of time and resources, to
create an identity for the brand and to establish a strong connect
with its consumers. In case of online advertisements, this connect
is built, not just by the message of the advertisement, but is also
dependent on the environmental context of the ads (i.e. the type
and message of the content surrounding these ads). In this article,
I will be discussing the concept of "brand safety" and
the role of intermediary platforms in promoting brand safety.
