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As Ad Dollars Flow into CTV, Brand Safety Considerations Follow

Zefr and Iris.TV are partnering to bring a more nuanced approach to blocking or allowing streaming content

As more people stream content, tech is entering the space to ensure brand safety. Getty Images

More nuanced brand safety tools are coming to connected television, a growing medium facing challenges of transparency and ad fraud.

@andrewblustein andrew.blustein@adweek.com Andrew Blustein is a programmatic reporter at Adweek.