How to improve digital media transparency

This article provides a best practice guide for advertisers to ensure their digital advertising is based on the right contracts and sufficient data to guarantee media transparency and brand safety – that is, their ads appear in an appropriate online context that does not damage brand reputation.

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In February 2017, The Times of London reported that advertisers were unwittingly funding extremist groups by paying for advertising on those groups' YouTube videos. Advertisers did not know that illegal or objectionable entities were somehow being funded by their advertising s