BY THE NUMBERS: Brand Safety’s Billion-Dollar Illusion: Why Advertisers Are Paying for a False Sense of Security

In an industry awash with promises of protection, the brand safety sector has ballooned into a billion-dollar business. Companies like Integral Ad Science (IAS) and DoubleVerify (DV) position themselves as gatekeepers of digital ad hygiene, ensuring brands don’t inadvertently appear next to unsavory content. But beneath the surface, a troubling reality emerges—one of questionable efficacy, opaque operations, and a lucrative business model that benefits verification firms more than the brands they claim to protect.

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