Excerpt: Yet agency and buy-side sources seem skeptical of that comparison. “In many instances, this kind of inventory gets flagged as a non-brand safe environment,” said Joe Shieh, a manager of digital investment at Mindshare USA.
“There are huge strides needed to eliminate this problem, or the unit just gets avoided altogether. There’s also a reputational issue – for example, when speaking with a client about these widgets, their own personal experiences with it draws a negative connotation, and that impacts whether or not they would consider it for a campaign.”
See the full piece in Digiday.