Smaller Companies Are Most Diligent At Preventing Misinformation From Their Media Plans

Brands with revenue of $10M to $250M are taking the most action to prevent misinformation in their media activations, according to Forrester’s Q2 B2C Marketing CMO Pulse Survey, 2022. These smaller brands are using inclusion and exclusion lists for their digital media buys, working with third party data, and actively managing their plans to avoid misinformation sites. Using preventative measures will help them uphold brand reputation and foster growth. The inadvertent funding of misinformation is not a big or small brand issue: Companies of all industries, sizes, and revenue ranges must take measures to stop funding disinformation. This is a snapshot of Forrester’s data on misinformation prevention.