There are a number of methods brands use to ensure brand suitability – most involve measuring publisher quality using reports from Invalid Traffic (IVT) vendors. These reports, generally speaking, are based on aggregated impression data about the quality of the visitor, not necessarily the quality of the publisher itself. They only scratch the surface when it comes to determining if a specific publisher is truly a valuable place for brands to put ad dollars. It’s one reason it’s difficult to determine which publishers are legitimate and suitable for your brand, and which are potentially harmful. But it’s not the only reason you have to be vigilant about brand suitability; bad-actors can “bamboozle” things like hidden ad placements and other elements like a terrible user experience. ...
