Brand safety is actually improving online

The likelihood of brand’s advertising appearing next to unsafe or unsavoury content online actually improved in the second half of 2016, despite mounting concern over brand safety following revelations that ads are appearing next to extreme content.
According to research by Integral Ad Science, the volume of “brand safe infractions” on display advertising in the UK decreased from 7.8% in the first six months of 2016 to 6.8% in the second half. That decline was mirrored in video