“All of our media is purchased via our media partner Havas who take brand safety extremely seriously across all channels, and as standard they implement ‘IAS’ Brand Safety measurement. The team have looked into the screenshot shared, and have found that the creative is similar to the content of the creative for a Legacy campaign but is not the exact creative that we ran and have on file, so potentially isn’t linked to our digital activity.
For further context:
- What is the site: The Pravda paper is run by the Communist Party of the Russian Federation, whereas the online Pravda.ru is privately owned and has international editions published in Russian, English, French and Portuguese. Content covers Russia, World, Society, Science, Incidents, Opinion and Business
- Why have we appeared?: From our site report pulled directly from the Yahoo DSP (which is the digital activity we had live for legacy) and then also an IAS report we appeared on the Ukraine Pravda (Pravda.com.ua) 239 times, not the Russian site shared by Newsguard in their email. The screenshot NewsGuard have shared doesn’t look like it relates to the BRC Legacy campaign we have run.
- For the Ukrainian version of the site, given we appeared 239 times, this would equate to £0.26 of campaign spend.
- Prevention: To ensure we don’t appear against any harmful content, we have the IAS brand safety measure in place as mentioned.
Once again, thank you for contacting The British Red Cross (BRC) and alerting us, however the screenshot which you shared is not part of a BRC campaign and the site which you refer to is restricted via Brand Safety Measurement.”