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Opinion

The way that advertisers approach brand safety needs to change in a new political era and it will require hard work from marketers.

For one of the most dramatic election campaigns in US history — or possibly even in all our lives — the UK media has taken distinct editorial approaches and came up with wildly different answers. At least we’ll know who got it right soon.   

Use of synthetic data is only set to grow and success depends on marketers’ ability to balance innovation with ethical considerations and consumer trust. Here are some key considerations.