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Brand safety in online advertising

Date: Thursday, September 5, 2019 Date: Thursday, September 5, 2019 Time: 07:45 - 09:15 Location: Gusto, 16 Bothwell St, Glasgow G2 6NU

How and where targeted display banner advertising appears on websites can be a murky business. All too often, advertisers are in the dark about the potential pitfalls of banner ads, (also know as ‘programmatic advertising’).

Following our summer break, the September Communications Breakfast welcomes back Fiona Mills of The Media Shop. Banner Advertising can seem like a daunting and hard to understand promotional tool for business and Fiona will look at the 3 main areas to consider:

1, Brand safety – could your ad be appearing among fake news or unsavoury content?

2, Viewability – are you being charged for ads that users can’t even see on their screens as they appear so far down the page, or don’t load on time?

3, Fraudulent traffic – as the digital advertising market matures, fraudsters have found a way to game the system and earn money by serving ads that have no potential to be seen by a real person, wasting your money and affecting the potential returns.

We’ll also hear about:

  • What ‘programmatic’ advertising is and how we can get the best results from it
  • What questions you should be asking your provider to ensure your brand’s reputation is kept safe
  • How to identify whether your ads are being seen or even shown to real people

We look forward to hearing from Fiona who will also share a few tips and answer any questions.

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