HWANG: A few years back, Procter & Gamble, which is one of the largest advertisers in the world, decided that they would run a little experiment. They were going to take about $200 million of their digital-ad spending and just cut it out of their budget to see what happened.
Procter & Gamble said they were doing this because of concerns over brand safety and the proliferation of bots, which can pollute the data on ad impressions.
HWANG: And the end result was fascinating. Basically, they said that there was no noticeable impact on their bottom line.