Advertising Digital Featured Marketing Opinion

posted on Apr. 30, 2025 at 10:40 amApr 29, 2025

Brand safety meets performance with the power of context

posted on Apr. 30, 2025 at 10:40 amApr 29, 2025

Tailwind EMEA's Sofoklis Ioannou explains that the days of treating safety as an afterthought are over. It's time for a more holistic vision where strategy is informed by context, driven by relevance, and measured by impact.

Sofoklis Ioannou, Chief Revenue Officer of Tailwind EMEA

In a digital world where unpredictability is the norm, advertisers face the constant challenge of safeguarding their brand’s reputation from an expanding list of challenges – AI-powered ad fraud, misinformation and MFA sites being the most recent ones.

Social media brings another layer of complexity. With billions of pieces of user generated content daily, even minor adjacency errors can have major consequences.

This is the challenge today and consumers say it out loud: according to research by media quality optimisation leader, Integral Ad Science (IAS), a staggering 71 per cent would feel less favourable toward a brand that advertises near inappropriate content.
So how can advertiser

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Tags:Ad fraud advertisers Brand brand performance brand safety content content optimisation cost efficiency Integral Ad Science media waste MFA sites misinformation Performance reputation ROI Sofoklis Ioannou Tailwind TailWind EMEA

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.