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Direct ad buys back in fashion

 

Have brand safety concerns taken some of the shine off of programmatic and made direct ad buys more fashionable again?

 

According to data from MediaRadar, the answer looks to be “yes” as the number of brands engaging in programmatic ad buys dropped by 2% between January and July. Meanwhile, following the YouTube brand safety scandal in April, more brands owned by two of the largest advertisers in the world, Procter & Gamble (P&G) and Unilever, started purchasing ads directly.

 

Direct ad buys are back in fashion as programmatic declines

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