November 2021

The Maturation Of Brand Suitability

In late 2021, Zefr commissioned Forrester Consulting to evaluate the current state of video advertising and brand suitability.

Forrester conducted an online survey of 325 marketing strategy decision-makers across industries in the US and the UK to explore the topic, and found that there is opportunity for brands to update and expand their brand suitability efforts to foster deeper relationships and more meaningful experiences with target audiences. This whitepaper dives into those opportunities and the consequences of deprioritizing brand safety and suitability in the current market — learn more below.

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