Ad quality issues are common on legitimate websites, with some publishers misconfiguring inventory and harming advertiser performance, leading to a loss of millions in ad spend.
Buying media at the domain level results in a mix of high and low-performing impressions, including junk inventory like made-for-advertising placements unlikely to be seen by humans.
Even if media buyers bid on individual impressions, decisions at the domain level still allow garbage into the buy due to brand safety and performance filters.
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