Digiday+ Member Article

Programmatic buying has given advertisers a simple and cost-effective way to place online ads in front of millions of consumers, but it has come at a cost. Advertisers, once happy to purchase low-cost inventory, increasingly risk backlash from consumers if their ads appear alongside extremist content, fake news and politically risky sites.

Despite increased brand-safety concerns in both Europe and the U.S., publishers in Europe say safety concerns haven’t made it harder for them to monetize quality journalism, according to recent Digiday surveys. Digiday surveyed 133 publisher executives total at the Digiday Publishing Summit in Vail, Colorado, last month and the Digiday Publishing Summit Europe in Monaco in February. A key finding: Half of these publishers believe brand-safety concerns haven’t affected their ability to deliver ads against their content, while just 20 percent think these concerns have made it harder.

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