Brand safety has always been a concern in digital advertising, but more marketers are acutely aware today about ensuring their ads aren’t served beside inappropriate content. There are two main factors driving increased vigilance around brand safety. One is the proliferation of content creation. It used to be that only journalists or businesses created content for the web. The rise of social media and self-publishing platforms have created a lot of content that is not vetted by a gatekeeper. Combine that with a real-time bidding environment, in which decisions to serve ads are being made by machines in a matter of milliseconds, there are more opportunities for a misalignment of content and brand messages. However, Simpli.fi is committed to making sure our advertisers’ brands are safely served in the correct context.
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