While blacklists are intended to prevent a brand's ads showing up on undesirable sites they are often ignored by marketers and digital agencies in programmatic ad buying, particularly if they are incentivised solely on delivery efficiency and reach. is because of a lack of communication on the buying side, he said. The new report also found that the number of blacklisted brands has increased over time, with more than half now being blocked from reaching consumers through programmatic advertising.
While blacklists are intended to prevent a brand's ads showing up on undesirable sites they are often ignored by marketers and digital agencies in programmatic ad buying, particularly if they are incentivised solely on delivery efficiency and reach. The new report also found that the number of blacklisted brands has increased over time, with more than half now being blocked from reaching consumers through programmatic advertising.