What is the “Brand Safety Industrial Complex,” and what challenges lie ahead for digital advertising? Columnist Rob Rasko takes a look at the history of brand safety, lessons learned, and how we can move toward a solution.

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Columnist Lori Weiman makes the case for why it’s worth seriously focusing on — and defending — your own branded terms in paid search.

The post Using PPC brand protection to decrease campaign costs by 51% appeared first on Search Engine Land.

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Source: SEO