Harris Poll and DoubleVerify, the leading independent provider of digital media measurement software and analytics, announced the results of a new study showing that the majority of consumers online say it is important that a brand advertises on content that is safe, accurate and trustworthy.\r\nThe research indicates that the majority of consumers online:\r\n\r\n\r\n \tare more likely to engage with brands that advertise beside legitimate content;\r\n \tare less likely to engage with brands that advertise next to false, objectionable or inflammatory content;\r\n \twould stop using a brand or product if they viewed the brand\u2019s advertising next to false, objectionable or inflammatory content;\r\n \tbelieve that advertisers bear responsibility for ensuring their digital ads run beside trustworthy content.\r\n\r\n\u201cBrand safety incidents have an adverse effect on consumer sentiment \u2013 with material commercial implications,\u201d said Wayne Gattinella, CEO of DoubleVerify. \u201cConsumers are more likely to engage with brands that advertise on credible content and will stop transacting with brands that don\u2019t. The impact to brand reputation and brand equity has lasting effects.\u201d\r\nFor the study,\u00a02,010 consumers were polled between May 30 and June 3, 2019.\u00a0 In-depth study findings include:\r\n\r\nTwo-thirds would stop using a brand if its ad appeared next to fake or offensive content\r\nWhile online advertising is useful to most consumers today (61%), an overwhelming majority (82%) \u2013say it is important that a brand\u2019s ads appear on content that is safe, accurate and trustworthy.\r\nNearly two-thirds (65%) of consumers would be likely to stop using the brand\/product if they viewed the brand\u2019s digital advertising beside false, objectionable or inflammatory content.\r\n\r\nAn overwhelming majority believe that brands bear responsibility for ensuring their digital ads run beside content that is accurate, safe and trustworthy\r\nNearly 90% of consumers feel that brands bear responsibility for ensuring their ads run beside content that is safe.\r\nThe majority (61%) say both the brand and the publication\/outlet where the ad is placed are equally responsible for ensuring content is safe.\r\n\r\nWith privacy top-of-mind, more than 70% share less data with brands today\r\nAlmost 80% of consumers are more aware of how companies collect and use their personal data than they were 12 months ago. As a result of that, 71% of consumers share less data with brands today.\r\n\r\nResearch Methodology\r\nThis survey was conducted online within the United States by The Harris Poll on behalf of DoubleVerify from May 30 \u2013 June 3, 2019 among 2,010 US adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.