Brand risk is routinely higher when the ad is bought programmatically

An overview of global brand risk by online format and buy type.

Ad misplacement – the risk of a legitimate ad appearing on an undesirable site or next to objectionable content – varies significantly by format and buy type, though the risk is routinely higher among programmatic ads, data from Integral Ad Science show.

Globally, the average risk of an ad appearing on moderate to very high risk inventory across all formats and platforms was 8.3%. Ads bought publisher direct pose a lower risk at 6.8%, but the risk rises to 9.5% when the ad is bought programmatically.

Video ads are at particular risk, with over one in ten ads appearing on...

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