On the other hand, brands play a role in this, too. Some marketers are paying lip service to the importance of brand safety. They may insist that context matters and that they want their ads to appear only alongside appropriate content, yet too many don't put their money where their mouth is. In other words, they are so fixated on scale at any price, using programmatic to chase consumers all over the web, that they overlook the fact that their ads are popping up on sites with violence, terrorist ideology, sexual content or other unsavory contexts. I believe brands should take a firmer stand, and take a flight to quality, or they run the risk of eroding their brand equity.
