The report was based on data from an April 2017 survey of 400 brand marketers who make decisions about programmatic advertising spend for their companies.
Some 43% of respondents say they would blacklist publishers of fake news content, and 31% say they would reduce spend with programmatic partners if their inventory includes fake-news sites.
Just 16% say they would deal with the issue on a case-by-case basis, and 11% say they would take no action.
Advertisers say fake news makes them more likely to put pressure on programmatic partners to screen content (55% of respondents), try more granular targeting (41%), use whitelists (35%), and shift from open exchanges to private buying (27%).
About the research: The report was based on data from an April 2017 survey of 400 brand marketers who make decisions about programmatic advertising spends for their companies.
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