A new study from the7stars’ sister agency, Bountiful Cow, has found that premium news inventory flagged by automated brand safety firewalls delivers higher attention scores for advertisers than content flagged as ‘safe’.
The study claimed that across established publishers including News UK, Mail Metro Media, and Reach, over 800,000 articles had been blocked by brand safety filters – even those focussed on innocuous stories like the Super Bowl and Halloween.
Bountiful Cow, which has a stated mission of finding ‘relative advantages’ for clients, further stated that all impressions on quality newsbrands are brand safe, and that accessing such content can help challenger brands to gain an advantage in their categories.
