Unilever CMO Keith Weed gave during the Cannes Festival his interesting opinion on brand safety, view ability and online media.
"You will always get the occasional ad that goes in the wrong place, whether that is in the digital environment or print. story. But the risks can be significantly reduced by focusing on the right things – which means looking beyond price. The cheapest media is on the lousy sites. If you've got a really good place, you're going to pay a little bit more for it: you get what you pay for."
Weed advised focusing on the "three Vs" of viewability, verification and value to build trusting, valuable relationships between brands and publishers.
"100% of the pixels must be in view , that has to be a standard. Unilever wouldn't get away with selling a half-full tub of Ben & Jerry's and justifying that by saying'as an industry we've decided that we're only going to give you half a tub of ice cream, even though you bought a full one'. Likewise, third-party verification must become the norm – simply because "the big digital media companies marking their own homework is not right … there are billions of dollars at stake here".