Brand-safety has become more than a buzzword. Last year, AppNexus banned Breitbart over hate-speech. This year, advertisers continue to flee from ad space on news about Donald Trump. The YouTube debacle just brings the point home—advertisers want a brand-safe environment, and programmatic has failed to deliver.
News publishers can provide such an environment, despite having bigger problems to solve on their own.
In this post, we take a look UK's top digital news portals and how they are turning the YouTube exodus into an effective direct-sales pitch, all the while sustaining millions in revenue loss from ad block.