Survey: Digital Brand Safety

Survey: Digital brand safety

MFA and news websites
Thank you for taking the time to participate in our Digital Brand Safety Survey. We want to understand the issues surrounding brand safety you face when placing or managing digital advertising.

This survey is part of the TrustList programme, a Google News Initiative funded project that aims to help advertisers avoid funding sites that profit from clickbait, misinformation, disinformation, or low-quality content. Your unique perspectives will play a crucial role in shaping TrustList's future features and services, making them even more useful and tailored to your needs.

The survey should take about 10 to 15 minutes to complete. Your answers will remain anonymous and confidential. We appreciate your honest responses, as they will provide valuable insights into the specific concerns and needs of marketers.

Thank you in advance for your time and participation.
1. General Information
1.1. Name (optional)

First NameLast Name
1.2. Organisation (optional)
I work for a brandI work for an agencyOther
2. Brand Safety
Somewhat less aware than a year agoMuch less aware than a year agoMuch more aware than a year agoSomewhat more aware than a year ago
2.2. A recent global study found that Made for Advertising (MFA) websites received 15% of digital ad spend in the USA alone. MFA sites typically use sensational headlines, clickbait, and misleading advertising to acquire cheap engagement, and provocative social content to attract visitors and generate pageviews, which in turn generates ad revenue for the site owner. Given the international trends, what percentage of digital ad spend would you estimate that MFA websites receive from South African brands and advertisers?

0-10%10-20%20-30%30-40%More than 40%

2.3. Thinking about the following elements, please quantify the impact that they may have on the ultimate value of your media and marketing investment*

Rows	Very low	Low	Medium	High	Very high
If not correctly managed: ad fraud (avoiding fraudulent clicks, invalid traffic)
If not correctly managed: ad placement (ensuring ads appear on relevant and reputable websites)
If not correctly managed: ad context (aligning ads with appropriate content)
If not correctly managed: ad orientation (ensuring ads are displayed correctly across devices and orientations)
If not correctly managed: brand safety (safeguarding the reputation of the brand through avoiding association with offensive or inappropriate content)
If not correctly managed: data privacy and compliance (adhering to data protection regulations)

2.4. When considering the following, please rate the importance of each consideration when allocating brand advertising spend through programmatic display advertising*

Rows	Not important at all	Slightly important	Moderately important	Very important	Extremely important
Brand safety
Cost-effectiveness
Potential reach and exposure
Content relevance
Engagement potential

MoatDoubleVerifyIAS (Integral Ad Science)GrapeshotBrandShieldPixalateThe Media TrustAdmantXAdSecureCHEQWhite OpsAnuraZveloTrust MetricsGeoEdgeNone/Not ApplicableOther
2.5.1. Please list the 1-2 primary reasons you, your team or your agency use Moat.
Focus on the main factors that drive your usage.
2.5.2. Please list the 1-2 primary reasons you, your team or your agency use IAS.
Focus on the main factors that drive your usage.
2.5.3. Please list the 1-2 primary reasons you, your team or your agency use BrandShield.
Focus on the main factors that drive your usage.
2.5.4. Please list the 1-2 primary reasons you, your team or your agency use The Media Trust?
Focus on the main factors that drive your usage.
2.5.5. Please list the 1-2 primary reasons you, your team or your agency use AdSecure?
Focus on the main factors that drive your usage.
2.5.6. Please list the 1-2 primary reasons you, your team or your agency use White Ops?
Focus on the main factors that drive your usage.
2.5.7. Please list the 1-2 primary reasons you, your team or your agency use Zvelo?
Focus on the main factors that drive your usage.
2.5.8. Please list the 1-2 primary reasons you, your team or your agency use GeoEdge?
Focus on the main factors that drive your usage.
2.5.9. Please list the 1-2 primary reasons you, your team or your agency use DoubleVerify?
Focus on the main factors that drive your usage.
2.5.10. Please list the 1-2 primary reasons you, your team or your agency use Grapeshot?
Focus on the main factors that drive your usage.
2.5.11. Please list the 1-2 primary reasons you, your team or your agency use Pixalate.
Focus on the main factors that drive your usage.
2.5.12. Please list the 1-2 primary reasons you, your team or your agency use AdmantX.
Focus on the main factors that drive your usage.
2.5.13. Please list the 1-2 primary reasons you, your team or your agency use CHEQ.
Focus on the main factors that drive your usage.
2.5. 14. Please list the 1-2 primary reasons you, your team or your agency use Trust Metrics.
Focus on the main factors that drive your usage.
2.5.15. Please list the 1-2 primary reasons you, your team or your agency use Anura.
Focus on the main factors that drive your usage.
2.5.16. Please list the 1-2 primary reasons you, your team or your agency use "Other"
Focus on the main factors that drive your usage.
2.6. What is the one standout feature or functionality that makes the brand safety provider(s) you use most worthwhile for you, your team or your agency?
2.7. Thinking of brand safety - if you, your team or your agency had to pick one feature that would make your jobs better that is not available in the current tools, what would it be?
YesNoI don’t know

3. Marketing investment
YesNo
3.2. Please estimate the breakdown of your organisation's advertising spend across the following digital platforms (as a percentage of total).
Search as a percentage of total (Google, Bing etc.)
Social as a percentage of total (Meta, YouTube, Twitter, Reddit etc.)
Programmatic display as a percentage of total (Google, Pubmatic, MediaMath etc.)
Your answer here will appear based on your last two.
Increased sales revenueClick-through ratesBrand awareness surveysSocial media engagementOther

Survey: Digital brand safety

1. General Information

2. Brand Safety

3. Marketing investment

4. Environmental, Social and Governance Considerations

TrustList