Despite Brand Safety Concerns, 78% of Marketers Buy Ads on at Least 50 Sites

Only 14% of marketers are already whitelisting sites

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Even as marketers’ concerns about programmatic advertising’s technical and brand safety problems grow, brands are still regularly buying ads that run against dozens and even thousands of websites at once.

According to a new study from Advertiser Perceptions, 78 percent of marketers said that a recent digital or mobile campaign included ads that ran on more than 50 sites. Breaking down that 78 percent, 23 percent of marketers said that they had purchased ads on more than 1,000 sites for a campaign while 30 percent said that their ads ran on between 250 and 1,000 sites and 25 percent of advertisers said that their ads ran on 50 to 250 sites.

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