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https://adlerweb.com/2017/11/27/in-a-programmatic-media-world-its-easy-to-lose-sight-of-context-as-advertisers-chase-audiences-wherever-they-are-but-heightened-brand-safety-fears-among-advertisers-triggered-by-ad-fraud-a/
In a programmatic media world, it’s easy to lose sight of context as advertisers chase audiences wherever they are. But heightened brand-safety fears among advertisers, triggered by ad fraud and other bad practices highlighted throughout the year, are slowly but surely swinging the pendulum away from reach-driven, audience-only targeting, toward valuing the context of the environments