Advertisers are finding that the context in which an ad is viewed -- not only within the commercial pod surrounded by other ads, but also the specific media platform, brand, device and time and place -- impacts the ad effect, both positively and negatively. With the proliferation of devices and platforms and the fragmentation of the media environment, brand safety is becoming a bigger issue.
ARF's Paul Donato on Impacting the Ad Effect and Insuring Brand Safety
![ARF's Paul Donato on Impacting the Ad Effect and Insuring Brand Safety](/media/articles/Paul-Donato-696x974.jpg.550x380_q85_box-0%2C88%2C696%2C570_crop.jpg.webp)