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propensity modeling

Programmatic Clean-Up on Brand Safety: It’s Just a Conscious Process

Programmatic ad buying declined in the first quarter of this year, which comes as no surprise after its reputation was blighted by issues of brand safety, fake news, and poor user experience, as well as an industry call to action for a return to quality over quantity. But it’s all too easy to point the finger at tech and machines that promise scale and efficiency in ad execution. Programmatic is just a mechanism after all – a technological process that performs a task based on instructions. While the technology must be…