Tag: Safety

Brand Safety Is More Than Just a Programmatic Problem. It P…

Brand Safety Is More Than Just a Programmatic Problem. It P…

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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.Unfortunately, however, there’s even more to worry about. The dark arts of online advertising don’t just happen via bot networks often established in faraway corners of the world. It can happen much closer to home on some of the oldest and most established advertising outlets thanks to brand hijacking on biddable media on the web’s largest search engines.Despite