Marketing in the UK: Premium Publishers Tackle Brand Safety, Fraud Risks in the Move to Digital - eMarketer

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eMarketer Interview

Marketing in the UK: Premium Publishers Tackle Brand Safety, Fraud Risks in the Move to Digital

Preview from eMarketer PRO

An interview with

Richard Reeves

Managing Director, Association for Online Publishing (AOP)

Topics: MarketingAdvertising

Interview summary

Brands and advertisers are driving much of the narrative around brand safety and ad fraud, albeit with their ire currently pointed at Google (and YouTube). But what role do publishers more generally have to play in this debate? eMarketer’s Bill Fisher spoke with Richard Reeves, managing director at the AOP, on where publishers stand and what they’re doing to mitigate the risks.

Interview

eMarketer: How much impetus should fall on publishers to remedy the issues we’re seeing around ad fraud, brand safety and viewability?

Richard Reeves: It’s an industrywide issue and it’s the collective responsibility of everybody involved to ensure that we appropriately address any concerns, so publishers absolutely do have a responsibility.