Brand safety

A study exploring the extent to which ad misplacement is still prevalent in the DACH market – Germany, Austria, and Switzerland.
  • The study looked at more than four million critical domains and found that, during the first half of 2018, three in four of the top 100 DACH advertisers ran campaigns with ads that appeared in non-safe environments – this includes YouTube.
  • It identified roughly 250,000 cases of ad misplacement in non-brand-safe environments and/or ad fraud, with ads appearing next to inappropriate content, liable to damage brand equity and reputation or cause commercial damage to the advertiser.
  • Although some progress has been made, by YouTube and others, to minimise the appearance of ads alongside some non-safe content, there is...

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