Addressing D&I in Brand Safety: New EACA Guide
The European Association of Communications Agencies (EACA) and the Media Quality Task Force announce the launch of “Addressing D&I in Brand Safety”, a new Guide aimed at the industry and its partners.
The document is endorsed by GroupM, Omnicom Media Group, Publicis Groupe, Mediabrands, Dentsu, and Havas and is a response to the industry’s vital need of addressing diversity in each aspect of media buying, including the brand safety practices.
Focusing on methods in which brands can exclude unsuitable and unsafe content, target and include diverse publications and, above all, change the narrative, the paper comes in handy not just to marketers, but also to agencies, platforms and technology partners.
The Guide also confirms that using keywords is no longer the best practice, and recommends using semantic technology, while continuously keeping up with the latest news, trends and local media vetting principles.