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1、BRANDPROTECTIONFROMDIGITALCONTENTINFECTIONREPORTTABLEOFCONTENTS3Introduction4Infographic6SummaryofKeyFindings10Conclusion12DetailedFindings27AbouttheCMOCouncil27AboutDowJones28AboutPollfish28AboutPRNewswire©CopyrightCMOCouncil.AllRightsReserved.20172BRANDPROTE
2、CTIONFROMDIGITALCONTENTINFECTIONREPORTINTRODUCTIONIt’sestimatedthatprogrammaticadvertisingwillaccountfor80percentofalldigitaldisplayadvertisingin2017.Yet,recentheadlinesandpronouncementsbyleadingbrandmarketershighlightthesignificantlimitationsandpotentialpitfa
3、llsofprogrammatic.Amongotherissues,thistechnology-drivenadbuyingprocesshasresultedinnotable,image-sensitiveadsforbrandsappearingwithinoralongsideoffensiverichmediacontent,fakenews,aswellasnon-contextualandinappropriateonlinechannels.Asaresult,chiefmarketingoff
4、icersfromtheworld’smosttrustedandrespectedadvertisersaretakingstepstoprotectandsafeguardtheirbrandsbyreducingspendincertaindigitalchannelsuntilbettercontrols,compliancemeasuresandassurancesareinplaceregardingtheplacementofadsandtheintegrityandrelevanceofconten
5、tandaudiences.“BrandProtectionFromDigitalContentInfection”isanewresearchinitiativethatexploresthetopicofbrandreputationandriskassociatedwithprogrammaticbuyingofdigitalmediaadvertising.ThisCMOCouncilresearchfocusesontheimpactthatdigitaladvertisementshaveonconsu
6、merandbusinessbuyerperceptionsandreactionstobrandmisplacementincrowdsourcedcontentchannels,aswellastheirlevelofsatisfactionwithdigitaladvertisingeffectiveness,economics,efficiencyandtransparency.Thisfirstreportonthesubject,entitled“HowBrandsAnnoyFans,”wascondu
7、ctedinpartnershipwiththeDowJonesandhighlightsinsightsbasedasurveyofmorethan2,000consumersacrossNorthAmericaandtheUnitedKingdom.Thissummer,wewillreleasethefinalresearchproduct,whichwillfurtherinvestigatethesubject,includingfindingsfromaglobalsurveyofmarketersan
8、dadvertisers,aswellasqualitativediscussionswithdomainexpertsandlargeadvertisers,includingMorganStanley,Procter&Gamble,Reebok,UnitedRentalsandVeraBradley.Theresearchwillexploremarke
