Attila Jakab
Sep 21, 2017

An embargo on programmatic spells disaster for trade

Rather than severely limiting programmatic spend through extreme whitelisting, the industry needs to look at how measurement strategies are contributing to media quality concerns.

A beacon erected to monitor shipping during Japan's sakoku period (Source: User Paipateroma, Wikimedia Commons).

It’s hardly surprising that advertisers are growing cautious over the threats to digital advertising. New research from the World Federation of Advertisers revealed that 70 percent of advertisers believe concerns over brand safety have escalated over the last 12 months, with viewability 57 percent and ad fraud 54 percent also highlighted by those surveyed. All are, without question, serious problems for the industry to tackle.

Some have taken a heavy approach to mitigating...

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