A new report that focuses on the major trends shaping programmatic advertising over the coming 12 months finds that brand safety is a top concern for some 60% of advertisers and agencies surveyed.
This has resulted in 76% of respondents spending as much as 40% less on open web advertising. Translations: publishers that are not “walled gardens” such as the “Big Tech” goliaths U.S. broadcast media is battling are losing out.
Meta, Alphabet and Amazon are not.
