![]() ![]() Did your firm asked to be placed by the inappropriate content (control and intent)? The answer is no, the platform is responsible for how ads are placed near content. The more likely scenario is someone finds out about the placement near inappropriate content and shares that information with others. And if people are seeking the inappropriate content, they are unlikely to see the ad placement as negative. How many people are likely to see your firm’s ad near the inappropriate content (exposure)? The answer would be very. The problem is the negatives from the inappropriate content can be transferred to the firm thereby damaging your form’s reputation.Ĭleary a brand safety crisis is not good for your firm but should we call it a crisis? We need to think more clearly about what is happening. ![]() For instance, your advertisement appears by a message that is recruiting terrorists. A good example of crisis confusion is the term “ brand safety crisis.” A brand safety crisis is a function of digital platforms and denotes a situation where a firm’s advertisement appears alongside inappropriate content. We can call this latter concern “crisis confusion” because it creates confusion about what exactly is a crisis. The problem is that many new ideas are really not so new and what is called a crisis is not always a crisis. Crisis managers always need to keep an eye out for new developments.
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