Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Adweek
Programmatic buying has been facing a lot of heat in recent months, especially after the brand safety concerns raised by ads appearing against offensive content on YouTube. As numerous brands started pulling or suspending their spend on YouTube and programmatic buying, one platform is now offering money back to advertisers if their ads appear next to offensive and inappropriate content.
Agency MediaMath, which deals with programmatic buy of ad inventory, took a stand and offered the refund if ads “run on previously determined unsafe inventory”, using a system called Curated Market.
“[It] provides transparency and hygiene in execution and reporting, audience addressability at scale and accountability for actors in the digital ecosystem, across all channels,” Joe Zawadzki, CEO of MediaMath, said in a statement. “It will change the way marketers think about buying ads.”
MediaMath’s new Curated Market looks to use stringent criteria to determine whether its programmatic ads are brand-safe. For instance, it’s leveraging comScore to help companies market only to audiences of frequently patronized and high-quality websites.
MediaMath will also offer such publishers’ top-priority inventory while, separately, giving media buyers better transparency into where ads are served at the URL level. The Curated Market involves partnerships with data companies Integral Ad Science, DoubleVerify and Peer39 to create better ad opportunities.