MediaMath Promises Brand-Safe Ad Placements

Programmatic ad platform MediaMath has launched “Curated Market”, a pool of ad placements guaranteed to be brand-safe. It’s one of many firms taking advantage of advertisers’ concerns that they are advertising on sites they don’t want to associate with their brands. Here’s another. This is a narrow issue but I think it draws on a much broader desire among marketers (and everyone else) to gain some control in the face of overwhelming technical complexity. Marketers increasingly feel that way about martech. If I were creating advertising right now, it’s a theme I’d explore.