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Advertisers are always conscious of brand safety. But a pandemic and civil rights movement have brought a new sense of urgency to the issues of ad placement.
To meet the challenges of the moment, publishers and media buyers are adopting new data tools designed to ensure greater brand safety. Still, the potential analytics cures threaten to change the way ads are bought and sold. At bottom, publishers and media buyers express hope that the spring health emergency and summer of protest will prompt both sides to have franker conversations about advertisers’ needs and publishers’ solutions—and what each side can reasonably provide.