Brand safety may not be making headlines in the advertising and media world the way it did two years ago, but it should still be a top priority for advertisers. The recently released study "The Halo Effect of Quality Content," from Verizon Media, substantiates this. The research shows that consumers' online content consumption behavior is increasingly "active consumption" — they are applying more caution, fact-checking, paying attention to where ads appear, and are more likely to take action against a brand whose ad is placed near offensive content.
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