Programmatic advertising, ad exchanges, and multiple ad partners are a wonderful ecosystem that has sped up transactions, opened under-utilized inventory, saved advertisers money, and earned niche publishers more revenue. It’s also something that, without care and attention, can result in massive reputation damage and huge brand safety violations.
How would you feel if your brands’ ads supported terrorism, for example? How would your customers feel?
That’s exactly the scenario Mercedes-Benz recently found itself in.