[Source and credits: AdAge]
On Monday, we wrote:
Unilever launches “Trusted Publisher” list.
“Both the publishers and the criteria will be continuously re-assessed”
“We’re aiming to have as many publishers as possible, but they need to go through these selection criteria,” DiComo says. Both the publishers and the criteria will be continuously re-assessed, he says, “because the space is moving so quickly.”
Unilever’s initiative is logic.
Knowing: 4 in 10 brands deliver ads on unsafe sites – Cision
Consequently: 70% implement black or white lists…
Consequently, the solution is to:
1/ Have marketers define their white lists themselves for each campaign, each brand. And align in each country.
2/ Have those lists automatically built, maintained and updated, directly serving the trading desk.
Bottom line: Keep your Brand Safe, let TrustedOut manage your white lists.