Unilever, one of the world's biggest advertisers, will pick a network of "trusted publishers" with which to spend most of its marketing budget, in its latest attempt to improve the effectiveness of its digital advertising.
The initiative by the consumer goods giant is aimed at giving the maker of Dove soap and Hellmann's mayonnaise more control and visibility over where its ads are placed, in the hope of reducing ad fraud and improving brand safety and quality of online traffic.
The company declined to say which digital publishers would be included.
