In a new survey, almost one-half of senior marketing respondents reported that reputational problems have resulted from advertisements being placed alongside offensive or objectionable content. Crucially, one-fifth cited "trademark infringement or content piracy" as a primary concern when safeguarding brands online, opening the door to increased collaboration with their trademark colleagues. In terms of the challenges resulting from programmatic advertising, a cross-department approach could be critical to maintaining brand integrity.

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Trevor Little

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