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Brand-safety is becoming less and less a 'barrier' to programmatic investment for advertisers and publishers

Brand-safety is becoming less and less a 'barrier' to programmatic investment for advertisers and publishers

Findings from a recent report from the IAB revealed that advertisers and publishers cited brand safety was significantly less of a ‘barrier’ to programmatic investment in 2020. It dropped from 34% in 2019 to 10% in 2020 for advertisers and 27% in 2019 to just 9% in 2020 for publishers. This could indicate industry advancements in these areas but also the acknowledgement that fraud protection and brand safe environment are not unique, but rather industry standards for programmatic partners to deliver and guarantee.

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