The Adalytics report sparked widespread discussion in the ad tech industry regarding brand safety after highlighting how major brands' ads appeared alongside harmful content. U.S. Senators have pressured key industry players, including Google and Amazon, to address this issue. Critics emphasize the need for improved transparency and accountability; some advocates call for aligning incentives to promote effective ad practices instead of prioritizing efficiency at the expense of brand safety. The Check My Ads Institute has taken steps to challenge the perceived inadequacies of TAG's certification process.
"It is all of our jobs to move the conversation from efficiency at all costs to effectiveness, and starve bad actors from monetization."
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