The world of online marketing now resembles a tremendous game of advertising truth or dare. For a long time, marketers took the dare, by purchasing ads without knowing where their ad would run or why it would run there. The dare then: risk sitting out online advertising or jump in while your brand had no real control over where and when your ads ran.
The result was often calamitous: a company’s ads ran on sites that presented entirely inappropriate content, sometimes bordering on criminal hate speech that were absolutely not where advertisers hoped their ads would land.
