As we look back on the launch of Relative Advantage Unblocked, it's clear that 2024 marked a turning point in how the media and marketing industry approaches brand safety.
Recognising the need for change, Bountiful Cow introduced Relative Advantage Unblocked, a programmatic solution designed to bypass traditional brand safety tech and unlock impressions flagged as 'brand unsafe' on premium publishers.
Studies like Stagwell's The Future of News UK demonstrated that ads placed alongside hard news topics perform just as effectively as those next to entertainment or sports content.
The absurdity of these systems became evident when half of Reach's coverage of the 2024 Euros was blocked due to ubiquitous game play terms such as 'shoot' and 'attack'.
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