Tuesday, March 5, 2024

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    Google’s Search Partner network comes under fire in research underlining brand safety vulnerabilities

    A study from Adalytics Research explores the intricacies of Google’s Search Partner (GSP) network and asks marketers, “Does a lack of transparency create brand safety concerns for search advertisers?”

    The report suggests marketers booking ads via GSP — a network of thousands of sites that use its content-discovery and monetization tools — run the risk of their ads appearing alongside content few would deem brand-safe.

    Researchers behind the report, which was published earlier today (Nov. 28), observed how these included websites containing pirated content, explicit adult content, and hundreds of putative Iranian websites, which may potentially be under U.S. Treasury Office of Foreign Assets (OFAC) sanctions.

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