How marketers can improve their programmatic media buying

Delves into how marketers can optimize their programmatic media spend and maximize the value of their supply chain.
  • Marketers should reduce the number of websites being used for their campaigns to a few trusted sellers to avoid non-viewable and fraudulent inventory and enhance brand safety.
  • “Made for Advertising” websites can account for a large chunk of advertisers’ programmatic budget, so advertisers should determine if MFA sites meet their standards for content.
  • Advertisers should prioritize the creation, and use of, “inclusion” lists, instead of focusing on excluding individual sites, which is largely ineffective....

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