Widespread blocking of news through automated brand safety tools has harmed both publishers and advertisers, acknowledged DV CEO Mark Zagorski. The industry needs a better way to bring news and advertisers together, he told AdExchanger.
We've always said that blocking news as a category is a bad advertising strategy, because it limits reach and impact,” Zagorski said. “[Publishers] are rightfully frustrated that a lot of the tools in the space were being misused, that advertisers weren't refreshing keyword lists or using the constructed tool as intended.
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