03/28/2017

Brand Safety: Online Advertising’s Achilles Heel

Advertisers have begun to seriously examine ads and the pages where they appear

In recent weeks, both consumers and advertisers have started paying increased attention to where ads end up online. It’s an issue that associations should consider, too, if they rely on programmatic advertising.

For years, online advertising seemed like something akin to the Wild West—an anything-goes environment that appeared more focused on automation than what ended up where.

Recently, however, we’ve seen a push against this phenomenon. Some of this, admittedly, has the tone of politics—an anonymous social media activist group, Sleeping Giants, is specifically responsible for more than 1,000 companies dropping their advertising from the conservative news website Breitbart—but a much larger part of it is that advertisers are starting to take more seriously the association between an ad and the page where that ad is located. Whether you agree with this specific tactic or not, it nonetheless has proved effective.

Please click here to read the complete article from Associations Now.