BRAND SAFETY MANIFESTO Puteaux, 16 February 2016 Overview Online advertising is becoming increasingly automated as more and more brands buy advertising inventory programmatically through ad networks and ad exchanges. Worldwide digital advertising spend is...
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BRAND SAFETY MANIFESTO Puteaux, 16 February 2016 Overview Online advertising is becoming increasingly automated as more and more brands buy advertising inventory programmatically through ad networks and ad exchanges. Worldwide digital advertising spend is estimated at $229.25B (39% of total adspend of $591.07B). In the US in 2017, programmatic spending will reach $31.87B (78% of digital adspend). As we know, clients, agencies, trading desks and media providers are facing challenges to ensure and maintain quality inventory. Ad misplacement does not just occur at a domain level (i.e. piracy or pornography sites), but can also be as a result of the context of a page, for example on news sites reporting against unsavory topics. Each advertiser will also have their sensitivities and policies, which need to be adhered to. Since the launch of its Meta Qualilty Barometer (MQB) in June 2015, Havas Group seeks to improve media inventory, campaign quality and data integrity. We implement a multi-
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