Research from Harris Poll and DoubleVerify earlier this year finds that the majority of consumers feel it is critically important that a brand advertises on content that is safe, accurate and trustworthy. In fact, nearly 90% of consumers feel that brands bear responsibility for ensuring their ads run beside content that is safe. This is no surprise. Issues like brand safety, fraud and viewability are top of mind for advertisers – and for good reason. Fraud has undercut campaigns across marketing channels, from desktop to mobile and social, and there are constant reports of brands running ads alongside fake or objectionable content. In fact, while desktop brand safety and fraud have improved, mobile app brand safety violations are on the rise.
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