Who Can You Trust: Buy-side success in the wake of brand safety
When The Times published their investigative findings on brands appearing next to extremist, racist, religious, and/or politically inflammatory content on Youtube, it sent shockwaves through the digital ad landscape.
For a long time, programmatic advertising has been the wizard behind the curtain, ensuring ads were placed in the Land of Oz (the internet).
Transparency was low, and metrics murky, but for many advertisers, eyeballs were eyeballs - as long as they were reached, the job was done.
The ad crisis changed things dramatically.