OVERVIEW Huge shifts in data regulation, attitudes to brand safety and marketing effectiveness knowledge imply that brands need a radical overhaul of their approach to digital advertising. At the risks of accepting the status quo, how exposed are brands and how should marketers adapt? LEARNING OUTCOMES 1. The impact of GDPR regulations and the Information Commissioner’s hard line on advertising 2. What does brand safety mean to marketers, in the wake of high-profile scandals of recent years? 3. Do online advertisers care enough about the quality of content their ads appear against? 4. The long and the short of online advertising – how does its effectiveness measure up?