What’s interesting is, speaking in terms of programmatic buying/selling, where those issues stand in terms of importance. For the buy side (agencies and marketers) having their message run on brand-safe environments was far more important than viewable inventory and a lack of non-human traffic.
What does that mean for publishers? It’s actually quite good news.
Publishers should spend their time focusing on providing a content environment that brands are attracted to. Primarily, that means original and high-quality content. When it comes to viewable impressions and non-human traffic, the key is working with advertising partners you trust and who will work with you to make sure your traffic is up to snuff and you can maximize your viewability.