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When clients invest in a digital advertising strategy, they need to be assured that they’re getting exactly what they pay for. Many clients are global brands with reputations that took decades to build, and in an age where trust is everything and reputations can be tarnished in an instant, clients often worry about how and where their ads appear online.

Via purchased inventory on ad networks, sometimes brand advertising unwittingly appears on undesirable websites, such as those devoted to the illegal distribution of pirated movies and TV shows. Sometimes ads that look legitimate are actually Trojan horses carrying malware: hidden, malicious programs that steal valuable information from users’ computers or mobile devices. And sometimes, legitimately purchased ads don’t get shown on websites at all: instead they appear on sites that will never be viewed by a human, a practice known simply as “ad fraud.”

It’s imperative to protect brands from these criminal activities by establishing best practices and prioritizing known and safe preferred publishing partners for our clients’ investments.

Continue reading at AdAge.com