This document discusses the ongoing issue of brands having their ads displayed on inappropriate websites, despite efforts to monitor ad quality and targeting. It notes that a recent report found ads from 14 major brands on websites with illegal or unsuitable content. The document advocates that brands consider overall media quality, not just fraud or viewability, to avoid being caught in future ad placement scandals. It argues that media quality encompasses many factors like share of voice, page share, and ad environment beyond just viewability or fraud.