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News U.K. rethought brand safety, and is starting to profit from it
The publisher has increased its brand safe ad inventory by up to 20%, up from 16% just six months ago.
A year ago News U.K. replaced brand safety heavyweight Integral Ad Science with a little-known company called Illuma. So far, the gamble is paying off.
The publisher has increased its brand safe ad inventory by up to 20%, up from 16% just six months ago.
“We’ve created more ad inventory that we know is brand safe,” said Charlie Celino, head of strategic development at News U.K, without revealing exact figures.
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