2018 will be a decision-maker, in terms of the future for digital advertising. Ten years ago, issues regarding the transparency of online advertising were insignificant whereas today they are essential.
We observe and recognize the existence of artificial traffic, high statistics of unseen advertisements and legislation, which is gradually starting to take shape..
Brand safety represents the fight against fraud, in the world of online advertising. This concept refers to good practices, in order to protect the advertiser's brand:
• In order to avoid for the advertising banner to appear in surroundings which could harm its image, or which aren’t in keeping with the advertising message.
• To fight against invalid traffic which corresponds to false traffic and that aims to swell up the statistics.