emerging
Brand Safety Prioritization
Brand safety is becoming a paramount concern, driving the need for robust vetting processes and risk mitigation strategies.
Timeframe
near-term
Categories
Subcategories
Impact areas
Detailed Analysis
The report underscores the growing importance of brand safety in the creator economy. For a significant number of organizations, brand safety is a more significant concern than in previous years. "For agencies, who are intent on minimizing potentially risky partnerships for their brand clients, vetting creator information was the No. 1 problem that creator marketing software solves." This heightened awareness of potential risks associated with creator partnerships is pushing brands and agencies to prioritize robust vetting processes, implement stricter guidelines, and leverage creator marketing software platforms to mitigate potential reputational damage.
Context Signals
Increased concern over brand safety year-over-year
Focus on vetting creator information
Use of creator marketing software for risk mitigation
Edge
Demand for brand safety solutions and verification tools will increase.
Creator transparency and accountability will become crucial for building trust with brands.
Industry standards and best practices for brand safety in creator marketing will likely emerge.
