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Judgment & ambiguity · When to escalate

Your programmatic campaign is live, and your monitoring shows the brand's display ads are being served next to coverage of a breaking public tragedy. At what point does this stop being a media-buying tweak and become a call you escalate?

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The tactical part is mine and immediate: I apply keyword and category exclusions and pause the affected placements or the line item within minutes — I don't wait for permission to stop harm that's already running.…

The full answer: structure, worked example, likely follow-up.

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