Safeguarding Brand Reputation Through Diligent Ad Channel Selection
While programmatic ad spend continues to increase exponentially year over year, the risk of digital display ads appearing next to offensive or objectionable content is becoming a top concern for marketers. In fact, this study—conducted in partnership with Dow Jones—reveals that 72 percent of marketers are concerned about brand integrity and control when it comes to their programmatic investments, and more than a quarter have actually experienced incidents where their content appeared alongside compromising content.
This report is fundamentally about trust...or more specifically, the trust that has been lost in the state of digital advertising today. The key findings that follow are a clear call to action to the agencies entrusted with buying and monitoring advertising performance and to the media partners displaying and engaging with customers.
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