As the digital landscape continues to rapidly evolve, brand safety is increasingly becoming an area of serious concern. This issue has become especially acute in the the last year as brands have on occasion found themselves associated with content that may not entirely align with their existing brand identity. In Q1 2017, Google came under fire as multiple Fortune 100 brands discovered their ads alongside problematic content and material, reaching across YouTube and Google Display Network.
As a buyer you have probably noticed that your highly valuable audience segments don’t get much brand messaging; at least, not through RTB. To a certain degree that is because of concerns about the quality of the inventory available through exchanges.