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JPMorgans dramatic step to revolutionise programmatic buying

By Stefan Finsinger
from Quality Financial Media
01 April 2017
JPMorgan Chase has taken the drastic step to reduce it's programmatic buying to only 5,000 sites. Nowadays it's normal that advertisers target audience pools on the internet rather than individual websites. In JPMorgan's case, their ads were shown on over 400,000 sites.

After analysing the performance, they found that only 7,000 sites have generated any further interaction on their website. From these sites, only 5,000 met the high standard of JPMorgan and were whitelisted.

It's early days, but the reduced number of sites hasn't hurt the performance. However, is this step to avoid being associated with fake news or other inappropriate content hurting the smaller players and tech companies?

Read more at https://www.nytimes.com/2017/03/29/business/chase-ads-youtube-fake-news-offensive-videos.html?_r=0