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Although digital advertising continues to snap up billions of ad dollars annually, brand-safety snafus, data-driven scandals and the constant threat of ad fraud are leading players in the programmatic space to be more choosy about where they spend their media money.
This news comes courtesy of ad-tech outfit PubMatic, which released its second Quarterly Mobile Index on Tuesday morning. The index—which surveyed the tens of trillions of bids served through its platform from media buyers worldwide over the course of the second quarter—found advertisers increasingly turning toward private marketplaces, or PMPs, to make their media buys across apps and the mobile web.