Brand safety tools are often a lifeline for marketers, but they only help combat harmful, unlawful or illegal content when it comes to ad adjacency, or the content directly surrounding an ad. The truth is, people browse a lot of content before and after your ad, so even if you have brand safety tools turned on, they can still encounter something they wish they hadn’t seen.
New research demonstrates that advertising in places that feel nice is more than just a nice-to-have—it’s business imperative. Join us for a fireside chat as we dive into the latest research on why ad environments and platforms perceived as positive can be your next competitive edge for driving better performance.
Sam Catherwood
Agency Lead, Pinterest
Sam Catherwood is a Global Agency Lead at Pinterest, working alongside some of the top media agencies in Canada. With over 20 years of industry experience, Sam began her career on the agency side where she spent 12+ years with UM managing clients like Sobeys, ABI and most recently Kenvue where she was VP, Client Business Partner. She is a strategic thinker who puts clients first. Her dedication to fostering growth in others led her to share her expertise as a professor at Durham College for 6 years, where she played a key role in revamping the Media Studies curriculum. She is a curious traveler, and on weekends you can find her chasing daughters Kennedy and Emmy around various hockey arenas in Ontario.
Hailey Smith
VP, Head of Search & Performance Strategy, KINESSO Canada
Hailey is a highly accomplished digital marketing leader with over twelve years of experience partnering major Canadian brands, joining IPG Mediabrands in 2015. She has continuously evolved her deep expertise in SEM, spearheading advanced activations for industry-leading clients and shaping the network’s approach to Search as a member of the global Search Craft Council. As VP, Head of Search & Performance Strategy at KINESSO, Hailey oversees craft activation across SEM, Social, Programmatic, and Dynamic Content Optimization, ensuring teams are equipped to deliver best-in-class strategies. Passionate about innovation, Hailey has led the development of proprietary products and solutions, fostering a culture of creativity and discovery that cements KINESSO Canada as a leader in technology-driven performance marketing.