A recent article in AdAge points out that as more marketers embrace highly sophisticated digital media buying technology, many are discovering the need to build their own partnerships and systems to do it. Even the three biggest global ad spenders—Procter & Gamble Co., Unilever and L’Oréal—either have developed or are developing new proprietary technology systems.
Brand safety is one of the most important metrics of success for online advertisers. Ad placements on inappropriate web pages can negatively impact brand appeal, leading to lost revenue. PR nightmares will also erupt if ads are delivered onto malicious or compromised websites, which tend to frequently go online and offline. Publishers and online advertising delivery vendors are challenged with addressing the brand safety demand head on, and while some entities have stepped up through noted technological innovation, others still lag in winning over advertiser sentiment.