“NBCUniversal’s top ad sales executive, Linda Yaccarino, criticized technology companies for data and brand safety concerns — while noting that it is up to media companies and marketers to ensure that they have a ‘responsibility’ for data and and brand safety going forward,” MediaPost reports.

Yaccarino spoke Monday in New York at the Interactive Advertising Bureau’s Video Symposium.

“With the IAB Digital Content NewFronts now over and with the broadcast TV upfront set for next week, Yaccarino teed up something of a preview of what’s to come at NBCU’s presentation, set for Monday morning at Radio City Music Hall,” the story notes.

“We are feeling really great about where NBCU is. We feel confident talking about where we are, because there are a lot of companies feeling a lot worse,” Yaccarino said.

She added: “It is no secret that a lot of our social media friends are under quite a microscope — some of us would say, under fire. It is a classic case of fool me once, shame on you; fool clients and consumers over and over again, and something needs to be done about it.”

Yaccarino said traditional media and TV companies generally avoid those brand safety problems because they run “premium content.” She added: “It is something we don’t have to think about and our clients don’t have to think about. But for clients that don’t have this content, or the brands that have no idea what their ad is running next to, unfortunately this time is cause for great alarm.”