James Murphy
Member since December 2017- VP of Programmatic RhythmOne
- New York New York
- 10010 USA
Articles by James All articles by James
- A Case For Targeting Returning To The Supply Side in
Marketing Insider on
01/05/2018
The site list, an explicit rundown of all the sites an advertiser is willing to have on-plan, is a simple and effective way to control for brand safety. Trouble is, it creates a heavy trade-off: scale. Whitelisting can't counter the very real brand safety challenge at play on programmatic platforms, and, if scale is compromised, it defeats one of the primary benefits of running a campaign programmatically in the first place.
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