HUMAN’s Iris Report: Marketers’ Perceptions of Brand Safety and Viewability Tools

Brand safety and viewability tools are key parts of a marketer’s toolkit, but how do those marketers feel about how those tools are performing? HUMAN’s Iris Report explores what is and isn’t working about brand safety and viewability.

The research polled fifty senior marketers about their perceptions of the tools they have in place today, and found that:

• Satisfaction with brand safety tools was forty points lower on emerging media (in-game, CTV, in-app) than on traditional media (desktop, mobile)
• The vast majority of marketers are actively looking for or willing to consider new brand safety and/or viewability partners
• A surprising number of marketers have actually lost customers as the result of a brand safety or viewability failure

Read the full Iris Report for more insights into how marketers perceive their brand safety and viewability tools today.