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As online ad exchanges grow in importance, traditional brands are wrestling with several concerns. For one, they worry about blindly buying dicey inventory. And in today’s pro-regulation environment, they worry about committing privacy violations.
Adnetik, the independent agency trading desk spun off from Havas last year, believes it has a solution to address both concerns. The company on Monday (Mar. 21) will introduce the AIM (Audience Investment Management) Index—which promises to establish a vetted list of sites and individual Web pages which are viewed as brand safe, based on 35 different criteria.
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