The open web tends to get a bad rap in advertising circles. Fair or not, it’s often viewed as a breeding ground for low-quality inventory, rife with fraud and malvertising. Yet, in a surprising twist, one of its biggest advocates is none other than Coca-Cola.
The company not only spends ad dollars on the open web, but it also plans to keep investing in these spaces that exist outside the walled gardens of platforms like Amazon, YouTube and Google. However, Coca-Cola does so with strict safeguards in place to ensure its ads avoid the open web’s shadier corners.
Speaking at Exchangewire’s ATS event in London yesterday (Sept. 11), Coca-Cola’s programmatic lead James Trott offered a brief overview of how these guardrails work.
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The original post is at Marketing Archives – Digiday
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