The report reveals that 1 in 3 domains fail to meet Picnic's quality threshold for quality, revealing significant issues in content, user experience, or security.
Matthew Goldhill, CEO of Picnic, stated that the scale of quality issues exposed by PIQ is staggering, leading to potential waste in ad spending on high-risk inventory.
49% of domains are classified as high-risk, indicating that brands may suffer negative perceptions, ultimately harming their return on ad spend.
The report suggests prioritizing quality inventory is essential to mitigate ad waste and enhance campaign outcomes, shifting focus away from vanity metrics.
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