By Seb Joseph

Brand safety is the key tension TUI’s digital marketers are trying to resolve, with the company being resigned to stopping campaigns that are at a risk from appearing on unsavoury sites.

The travel business is seeing the benefits of hiving off some of its budget to ensure brand safety in the belief that done right it can lift performance. From blacklists and whitelists to tasking its agencies to make better inventory purchases, TUI is working to cut ad misplacement at the source, wary of how fast a single mislaid ad can get passed around among friends and eventually make a good Read full story ›

Source: The Drum