Corporate responsibility and brand values are playing a larger role in media buying, with 81% of surveyed. Brands and agency partners agreeing those Hungary Phone Number qualities have wielded more influence on decision-making in. 2021 versus recent years, according to a report from advertiser perceptions emailed to marketing dive. Sixty percent of marketers are willing to Hungary Phone Number downgrade or drop media partners that fail to meet their standards, even if. Said providers deliver on performance. That figure marks an 18 percentage-point increase compared with. February 2020. In terms of action, 39% of respondents have cut spending with a major platform so far this. Year. Among equally important, that group, more than half (54%) cited factors like.
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Their move to pull back, while 51% pointed to the underperformance of campaigns. The findings signal that. Marketers are potentially willing to sacrifice some of their reach as consumers ramp up pressure on companies to live up to their stated values. Dive insight: advertiser perceptions’ latest installment in its trust. Report series suggests marketers are increasingly willing to Hungary Phone Number trade off a degree of marketing performance if it. Ensures their ads appear in “brand suitable” environments where they have more control. On the other hand, Four in five of those. Surveyed claimed they wanted greater oversight over where their ads appear, as well as a clearer line. On the other hand, Of sight into who profits from placing those ads. The Hungary Phone Number findings derived from the responses of 250 advertisers. 57% agency-side, 43% marketers — arrive during a period of intense scrutiny for digital platforms.
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Unrest have helped highlight ongoing problems around the spread of misinformation, hate speech and illicit. Content online. Advertisers’ approaches now go beyond the Hungary Phone Number obvious brand safety floor content like guns, nudity or violence,” sarah bolton, executive vice president of business intelligence at advertiser perceptions, said in a press statement. “they’re assessing brand suitability through a lens specific to their brand and corporate values, and making those additional criteria for media buying.” facebook, the second-largest digital. Ad platform after google, earlier in the Hungary Phone Number fall was roiled by a whistleblower complaint and accompanying trove of. Documents equally important, that alleged the company prioritizes profit over tackling such issues. On the other hand, While the tech giant has. Received the most public and regulatory flak, social media broadly has come under a harsh spotlight for. Everything from amplifying political divisions to wearing down mental health.