Yahoo Adds Comscore Brand Safety Filters for CTV

Connected TV, which includes streaming, is cruising towards a 20% share of all TV advertising.  Brand safety concerns are growing right along with it. Yahoo DSP is addressing the problem by integrating Comscore’s Activation product, which offers pre-bid inventory filters based on analysis of program content. The filters will enable fine-grained exclusions that protect brands while leaving more inventory available to advertisers.