Is it Time for Publishers to Reconsider the Brand Safety Value Proposition?
In this exclusive article for ExchangeWire, Pete Wallace (pictured below), commercial director at GumGum Europe, discusses how techniques once solely applied towards the goal of brand safety can now be used for sophisticated contextual targeting, to the benefit of publishers.
What are the current attitudes from publishers toward brand safety, and why is it important that they’re proactive in ensuring advertising content appears in safe places on their sites?
No publisher wants to plant a sign saying “Danger: Beware of Unsafe Content” […]
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