Gartner Research

Digital Performance Insight: Insurance, U.S. — Programmatic Advertising

Published: 18 July 2018

ID: G00376830

Analyst(s): L2 Financial Services Team

Summary

As markets mature and fraudulent agents appear, risk-averse insurance brands are questioning the efficacy of programmatic advertising. The risk of appearing next to inflammatory content is often great; brands have attempted to gain more control over the system in the fight for brand name safety.

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