Brand Safety Is More Than Just a Programmatic Problem. It Plagues Paid Search, Too

Keyword hijacking leads to billions in waste

Mention the term “brand safety” to those with a cursory knowledge of how online advertising works and it conjures images of content farmers fueling ad networks to game the convoluted programmatic ecosystem of legitimate ad dollars. The end result is that ads from household brands are then served on low-quality websites containing everything from fake news to tawdry content, thus damaging their brand equity while wasting millions.

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This story first appeared in the Jan. 14, 2019, issue of Adweek magazine. Click here to subscribe.