With Brand Safety in Focus, Digital Advertisers Are Quickly Shifting Toward Direct Programmatic

While moving away from real-time bidding

Bots, fraud and particularly brand safety—given YouTube’s recent controversies—are among the reasons “programmatic advertising” has become a dirty term in some marketers’ minds. Yet, there appears to be an acceleration toward direct programmatic (or “premium” in the parlance of some industry players) that shows the marketplace may be adapting with more urgency than in the past.