Exchangewire.com: Experts Predict – How will Brand Safety Be Tackled in 2018?
By: Exchangewire Editorial
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Digital advertising has had nothing if not a tumultuous time in 2017, not least in relation to brand safety, a term which really took centre stage this year. In a series of features reflecting on the past year, and looking ahead to what we can expect in 2018, ExchangeWire invites over 100 thought leaders from across the industry to share their views. In the latest installment of the series, experts share their predictions on how the brand safety discussion will play out next year.
Publishers will face pressure on how they get their traffic
“Quality was the buzz word in 2017. Brand safety will be the next important thing. With ‘fake news’ all over, advertisers are going to look more closely at the content on which they spent their money. It’s not a problem of whitelisting domains or selecting specific sites, but of the content and semantics of those sites. Secondly, platforms are going to bring more internal fraud tools to the market. Fraudsters learn fast how the big guys work, so small platforms’ nuances will make the difference in detecting and stopping fraud. Finally, more and more pressure is going to go to publishers and how they get their traffic. Publishers buying cheap and low-quality traffic will receive less and less demand, thanks to detection and optimisation tools that will appear in 2018.” – Gorka Zarauz, Chief Quality Officer, Smart