From foundational terminology to advanced strategies around transparency, supply path optimization, inclusion-first buying, and incident response, this resource is designed to equip marketers to protect their brands and make informed buying decisions across the open web.
What You’ll Learn
Foundational Concepts & Market Structure
Build a shared vocabulary for understanding the open-web programmatic ecosystem, including monetized content, brand safety vs. suitability, MFA inventory, and the distinct roles & responsibilities across marketers, publishers, DSPs, SSPs, and verification partners.
Transparency & Inventory Quality
Learn what meaningful transparency actually looks like in the open web, which data fields matter most, and how to contract for log-level disclosure. Understand how gaps in transparency drive inefficiency, fraud, and brand risk — and how to mitigate them.
Measurement, Monitoring & Discrepancy Management
Explore how to interpret discrepancies across first- and third-party reporting, establish realistic monitoring workflows, and use measurement gaps as signals to improve supply quality and control settings.
The Quality Premium & Inclusion-First Strategy
Understand why exclusion-based approaches consistently fail in the open web, and how an inclusion-first strategy helps marketers regain control, simplify crisis response, improve performance, and support high-quality publishers.
Responsible Marketing Beyond Brand Safety
Examine how open-web brand safety intersects with broader responsible media considerations &mdash including support for quality journalism, global market nuance, human oversight of automation, and evolving legal and regulatory obligations.
Incident Response & Crisis Preparedness
Learn how to prepare for and respond to brand safety incidents on the open web — and why transparency and inclusion lists are often the difference between rapid resolution and prolonged damage control.