Excerpt: That complexity is why some agencies avoid buying OTT ads programmatically and instead buy them directly from broadcasters and publishers, said Gibbs Haljun, total investment lead at Mindshare US.
“If you’re buying quality content, then there’s less concern about brand safety and fraud,” he said. “When you get into the long-tail, it becomes harder to verify everything as being brand safe and fraud-free because those are places where there’s a greater opportunity to take advantage of a person’s goodwill versus a network app.”
For more insights, read the full piece in Business Insider.
