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The use of content marketing in financial services is nothing new, but it has developed differently and has taken diverse shapes and forms. Today, they now create digital magazines, websites, blogs and white papers and are active users of content marketing via social media.
With trust being one of the most important factors to success in financial marketing, and trust and brand safety intrinsically linked, brands are moving away from large scale programmatic buys to a pre-approved list of just 5000 sites.
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