Picnic's report indicates that 49% of online domains classified as high-risk significantly impact campaign performance through poor content quality and ad fraud risks.
High-risk sites benefit from poor detection methods in the programmatic landscape, evading traditional blocking techniques to drain ad budgets and harm brand reputation.
Matthew Goldhill emphasizes that advertisers must transition away from outdated blocklists and focus on quality inventory to safeguard their brands and enhance campaign effectiveness.
The case of 3forbes.com exemplifies high-risk subdomains in the programmatic ad ecosystem by repackaging low-quality content which misleads advertisers and damages overall media quality.
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