No media buyer can guarantee complete brand safety, nor can they ensure that every single impression is from a real person rather than a bot.

The current accepted benchmark of around 10 to 15 percent for NHT on an ad campaign, as Adloox has suggested, is seriously unambitious; we can all aim a lot higher than that.

We can’t let digital suffer anywhere near the estimated $7.2 billion figure lost to ad fraud in 2016, nor can we let fake news sites and terror organizations feed off our industry any longer.

All the same, we have managed to keep NHT traffic down to an average of 0.3 percent, which seems a realistic target for any agency that’s willing to be rigorous in their approach.

Google has a pretty extensive list of banned sites, which continues to expand.

Anyone who uses DoubleClick Bid Manager (DBM) gains this first layer of protection.

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