Programmatic, brand safety, and the need for new strategies

Programmatic media buying threatens to compromise brand safety if not employed correctly, according to a study from the CMO Council.

78% of marketers believe the reputation of their brands has been harmed by the "unintended" placement of digital ads next to inappropriate content, a new study from the CMO Council has found.

Drawing on a survey of 316 marketers, as well as qualitative feedback provided by numerous senior brand custodians, the San Jose, California-based executive network, along with Dow Jones, the news provider, revealed that the "inadvertent association" or "negative adjacency" of ads to o

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