Re: Re: How?
I guess WPP is offering a whitelisting service of some description - that doesn't require much computational grunt - a few mechanical turks can do the donkey work - This is what JP Morgan did.
For Voda, this is merely an attempt to return to status quo ante.
Until the advent of www. or, to be more precise, Google, advertisers - via their agencies - always controlled the context of their advertising. They can still do this on the internet if they trade directly with publishers and other reputable content providers.
It's a different story when advertisers prioritise performance at the expense of brand safety. Programmatic ad tech is filled with cowboys; search engine marketing will get you into trouble one day, no matter how hard Google tries to clean this act up; and syndication - Taboola / Outbrain - is an enormous cesspit.