Content Targeting is a Silver Bullet for Brands’ Biggest Problems

Many of the biggest problems facing advertisers at the moment – brand safety, fraud and privacy – can be solved by a return to content targeting says Brian Atwood, chief sales officer at Zefr. Atwood says for most advertisers the pendulum has swung to far towards audience targeting and away from the content itself, and that if brands get the balance between the two they are well placed to fix their biggest issues. In this interview, Atwood also discusses why Zefr talks with advertisers about ‘brand suitability’ rather than ‘brand safety’. Filmed at the Cannes Lions Festival 2019.