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" ... Advertisers think they are able to detect their way out of trouble, so they pay extra for viewability detection, IVT (invalid traffic) detection, brand safety detection, etc. All of these cost more money. Wouldn’t it have been better to buy cleaner to begin with, and not have to incur all these additional costs, even though the CPM prices appear to be lower? Note further, that the IVT detection tech may be missing a lot of the fraud, so you’re not protected as well as you think. The brand safety detection tech may be blocking legitimate publisher sites but not blocking actual fake news, disinfo, and hate sites, so you’re not protected as well as you think. You thought you were getting protected but instead you just got a false sense of security, while the risks remained elevated. ... "
" ... Big advertisers think they are fine buying massive quantities of ad impressions through programmatic channels because they’ve paid for fraud verification, viewability, and brand safety vendors. I’ve told them that 1) fraud verification tech is inaccurate, if it works at all, 2) viewability can and has been tricked by anyone who wants to, and 3) brand safety tech is just that, BS. See the following three links: ... "
" ... Some marketers are busy looking busy. Others are actually really busy. But is all this “busy-ness” even necessary? In digital marketing, there appears to be a lot of levers to pull and choices to make — e.g. what target audience do you want to show ads to, how much you want to bid on ads in real time, what vendors to choose to measure viewability, fraud, and brand safety. But having 5,000 audience segments to choose from is simply an “illusion of choice” when targeting most audience segments is unnecessary and doesn’t yield incremental business outcomes. That’s because those audience segments were made from crappy input data. ... "
" ... Spaeth: I believe you get what you pay for. The cheapest media are the cheapest for a reason. CPM has to be modified by measures of quality such as viewability, invalid traffic, brand safety and attention, which we increasingly hear advertisers talk about. ... "