The overblocking issue is a significant concern for publishers, as they face frustration from being squeezed on revenue and experiencing increased content blockage.
The irony is that while publishers saw traffic increases in past years, such gains may not repeat due to heightened content blocking practices by advertisers.
Publishers are observing a notable spike in content being blocked during critical times, such as holidays, affecting their revenue streams unexpectedly.
The communication breakdown among brands, agencies, and ad verification firms is seen as a key factor in both causing and potentially resolving the brand safety dilemma.
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