unilever to pick 'trusted publishers' for digital advertising - digital advertising signs

Martin Geller and Kate Holden London (Reuters)-
Unilever, one of the world's largest advertisers, will choose a "trusted publisher" network to spend most of its marketing budget in order to improve the effectiveness of its digital ads.
The initiative, which consumer goods giants will announce on Thursday, aims to give Dove soap and Hellmann's mayonnaise manufacturers more control and visibility into where their ads are placed, hoping to reduce advertising fraud, improve brand safety and quality of network traffic.
The company declined to say which digital publishers will be included.
Keith Weed, who is about to launch Unilever, said: "We first adopt our approach, and then we will engage with publishers. to-
Retired Chief Marketing Officer said in an interview with Reuters.
"I think in a way this will be a good market standard for what advertisers like Unilever expect to attract publishers.
"Over the past 10 years, major brands have moved a large budget for advertising spending from newspapers and radio to the Internet to reach consumers.
But in recent years, big companies have questioned whether such spending is effective, because the indicators provided by technology giants like Facebook have proved unreliable, and unscrupulous players use computer robots to exaggerate their viewing.
Weed has spoken bluntly about the need to clean up Internet advertising, and last year promised to attract investment on digital platforms that have never solved problems such as toxic content and fake news, and cut off contact with the digital media "influencer" who buys followers.
Weed said Twitter, YouTube and Instagram have removed some content since June.
They have 6 billion fake accounts on their platform.
Weide plans to retire next month after 36 years at Unilever, and the next nine years is Unilever's marketing strategy.
His successor has not yet been named. (
Works by Martin Geller
Editor David Evans)