Larger advertisers fleeing from the open marketplace has cleared the way for smaller, sometimes subpar advertisers, slipping through filters and appearing on publisher sites.
Magazine publisher Immediate Media has seen a handful of low-quality ads — retailers selling products from overseas containing adult-rated content — crop up in its BBC Good Food app or on pre-roll video ads. One bad ad only had 10 impressions, said digital advertising strategy director Dominic Perkins.
“Through this whole lockdown period I’ve gone to our [supply-side platform] partners to ask what protection they have in place for bad debt — that was our biggest risk — and how they manage dodgy ads coming through,” he said.
The special-interest publisher doesn’t have a specific ad-verification partner to catch these ads, instead, it works with U. K.
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