When Ai Fails Advertisers: Whitelisting and Programmatic Advertising

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LIO
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Joined: Mon Jan 24, 2022 3:59 am

When Ai Fails Advertisers: Whitelisting and Programmatic Advertising

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Ensuring an ad appears in the right place is harder than ever. New sites that publish content that is considered controversial, inflammatory, propagandistic, or inconsistent with mainstream brand values ​​are being created in droves every day.In recent years, an alarming amount of this type of content has gone viral on social media, making these sites more legitimate and harder for readers and advertisers to identify as unreliable or controversial. These “bad” sites have had many far-reaching consequences in society, including among advertisers.In an effort to reduce the negative impact of these bad sites, many have targeted companies that serve advertisements on these sites, in the hope that they will remove their advertisements, and thus decrease the revenue that leads to the creation of these bad sites. However, as this article will show, it's not always enough for advertisers to simply pull ads from unreliable sites to avoid Acheter une base de données negative press.Fake news, “bad” sites and advertisersIn December 2016, Kellogg's received calls from customers claiming to have seen the company's advertisements on the controversial news site Breitbart. The company was using programmatic online ad buying, and because these programs can place ads on thousands of sites, they were unaware of their placements on the site.Kellogg's has been placed on a public list of companies with ads on Breitbart's site, created by activist groups pushing brands to remove their ads from the site. Kellogg's responded to this negative press by removing its Breitbard advertisements, explaining its decision by saying that Breitbart did not align with company values.However, after learning that Kellogg had removed the ads from its site, Breitbart retaliated and launched its own boycott campaign, #DumpKelloggs. Before long, Kellogg's had been met with backlash and boycott threats from liberals and conservatives alike.
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