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Unsafe Content

Putting Brand Safety in Context for Digital Publishers

Publishers generally view brand safety as a necessary means to protect their advertisers. Hard news sites and user-generated forums tend to toe the trickiest of lines when it comes to advertiser brand safety. No publisher wants to plant a sign saying "Danger: Beware of Unsafe Content" which inherently scares off a revenue source. But there may be a little bit of not seeing the forest for the trees in the sell-side’s aversion to brand safety technology integrations. I’m not the first person to suggest that publishers might…