Brand Safety and Boycotts

Mar 6, 2017 |

Brands like Uber, Under Armour and New Balance have prompted consumer outcry for appearing to pick political sides.

Activists are demanding that far-right publishers such as Breitbart be boycotted. But could it be that these boycotts are little more than symbolic, having practically zero impact on bottom lines? Is it the case that the power now rests in the hands of agencies and trading desks?

Scott Bender talks to Digiday about how the impact of direct sales vs programmatic and where PMP may fit into the picture.

 

 

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