Digital advertising used to be a lucrative three-step process of create, execute and measure. Now, brand safety fears and ad fraud are wasting a lot of money and causing a digital reputation nightmare.
Issues around brand safety came to a head last year after numerous investigations highlighted the fact that ads were being misplaced against terrorist propaganda and brands were unwittingly funding extremist activities. Brand safety fears spread across the digital advertising industry, and major brands pulled huge budgets for programmatic ads.
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