Advertisers are moving more of their ad budget to publishers that meet strict brand-safety criteria, as well-publicized brand-safety breaches, viewability gaffes and rampant fraud have battered advertisers’ confidence in online ads bought for them to the point where some are taking matters into their own hands.

Unilever, Diageo and Nestlé are among a group of large global advertisers managing so-called trusted marketplaces: self-erected safe havens of media sellers they trust due to those sellers’ commitment to certain guarantees, not just on price but also qualitative aspects.

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