As Google and Facebook are projected to account for over half the share of US digital ad revenue this year, what does this mean for the digital advertising ecosystem and all the players within it?

eMarketer’s recent report, “Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook“, dives into the dynamics of US digital advertising/marketing entities outside Facebook of Google, and explores what other platforms and publishers offer to meet the needs of advertisers. The report, which includes Exponential’s Rick Abell (VP of Global Publisher Development) as a source, touches more specifically on topics including brand safety, audience targeting, contextual relevance, the pivot to video, and the need to work with more than one platform.

An excerpt from the report on topic of brand safety is shared below and you can view the full report from eMarketer here.

“Marketer concerns about brand safety have risen amid political polarization and controversy in the US, and premium publishers are hoping to capitalize on their safe, quality environments in comparison to Facebook and Google, as well as other social platforms and open programmatic marketplaces. In the February 2017 ADI Summit Survey, half of US digital marketers surveyed said media quality was among their top three media buying challenges, ahead of any other issue…

…The quality content that comes from premium publishers can help brands avoid appearing controversial or extreme, but it may also offer a kind of halo effect: Consumers tend to view these publishers as trustworthy, and that trust and confidence may rub off on advertisers as well.”

Quote and graph source: Perrin, Nicole. Beyond the Duopoly: Exploring Digital Advertising Outside Google and Facebook. EMarketer, 2017, Beyond the Duopoly: Exploring   Digital Advertising Outside Google and Facebook, www.emarketer.com/Report/Beyond-Duopoly-Exploring-Digital-Advertising-Outside-Google-Facebook/2002174.

To learn more about how Exponential helps advertisers ensure campaign brand safety, check out our Advertiser’s Guide to Brand Safety.