John Montgomery

In a bid to fight online fraud and piracy, GroupM enlists one of its own to lead the charge. 

- Katie Richards

The brand safety role is a new one. Why did GroupM need to create this position?

As opportunities with data and measurability and new efficiencies emerge in the digital supply chain, so does complexity. When there’s complexity, there are tons of intermediaries, and where there are tons of intermediaries, it makes things more complex. Inevitably there are risks that appear—not just fraud—but risks of are my ads being seen? Are my ads being placed in appropriate positions? Am I getting the right target audiences that I asked for? All of these potential risk areas emerge and whilst clients are moving funds from linear into digital, they are also saying we really want to make sure that our brands are safe, we’re getting what we asked for and that we enjoy the efficiencies that digital promises.

You’re just under two months into the new role. How’s it going?