"The last few months have been an awakening for advertisers about the risk of programmatic, but the risk has been there since the beginning. Nothing has changed, other than brand safety becoming the object of mainstream media panic, and even a recent point of focus for the UK government. The media's focus on the dangers of programmatic is useful to the extent that it encourages greater vigilance within the industry."
"For us, the issue of ad misplacement - in terms of brand safety and ad fraud - has been at the top of our agenda since we began; we were born during the programmatic era, so our approach has always been shaped by an awareness of its power, and its pitfalls. For us, this isn't news nor is it a reason to panic - we already have a rigorous governance system in place."
"We only serve on YouTube, not on any of its partners (sites with YouTube embedded on them). We only use one DSP, which allows us to carefully control where we are actually serving ads. This is a different world to the murky waters of multiple or 'meta-DSPs' We don't advertise on 'new' videos: before anything is set live we block any new content through blocking "Content not yet rated" in our DSP"
Programmatic advertising contains long-standing brand safety and ad fraud risks that predate recent media scrutiny. Increased public and governmental attention has prompted greater industry vigilance, but accountability should rest with agencies. A layered governance approach minimizes misplacement: apply platform blocklists, add agency and client custom lists, use pre-bid blocking and live monitoring tools like Adloox, and continually perform manual site vetting. For YouTube placements, restrict serving to YouTube (not embedded partners), use a single DSP for placement control, exclude new content via a "Content not yet rated" block, and employ whitelists for guaranteed brand safety.
Read at The Drum
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