The sophistication of cannabis advertising is going to come quick

06/01/2021 - Sierra Ducey

The Pot Market Is Blazing New Trails

The marijuana space is growing considerably, as more and more states permit recreational use, but serious obstacles remain

by David Ward via ANA

With an increasing number of states moving toward legalizing recreational use of pot and publishers growing more accepting of cannabis-themed advertising, marijuana brands are headed for the mainstream. Recently, CA88 EVP of Media Operations, Shaun Gibbons spoke with David Ward regarding the shift in attitude toward marijuana consumption and how digital publishers are loosening or ending those advertising restrictions.

“Cannabis advertisers can build manual site lists of endemic publishers, but they can also get access to pre-approved PMP (private marketplace) inventory through companies like Acuity Ads. If the inventory quality is uncertain, layering on exclusion and inclusion lists and investing in PMP inventory is a great place to take back some control of where your ad creatives are running.”

Shaun Gibbons, EVP Media Operations

Read the full piece here.

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