There's an outcry every month or so when some poor advertiser learns that their creatives have been serving on a page right next to [insert here any one of the trillion possible atrocities that can be found on the internet]. In the best case, it's an innocuous placement on a good domain but with mismatched content - like an airline ad next to a news piece about an airline disaster - but more often it's a creative serving somewhere it shouldn't be serving at all.
The latest example of the former is thanks to the recent "suicide forest" scandal on YouTube. YouTube is one of the top premium inventory sources for online video - but the reality that's slowly being discovered is that YouTube is only brand-safe if the brand trusts YouTube's content creators; trusting YouTube is not enough.
Examples of the latter happen probably billions of times per day, when something slips through whatever controls the brand's agency or trading desk has in place and serves on a domain that it shouldn't. This has been aggravated over the past several years due to the growth of programmatic, but is now being countered by ads.txt and other controls.
Brands are letting this matter more than it should, in many cases constraining what would otherwise be effective campaign strategies to avoid it. But brands need to recognize that aside from a sensible whitelisting strategy (or even better, blacklisting), any measures they take will just be illusions of control. The internet is still the wild west - instead of pretending otherwise, after taking sensible and minimal steps, brands should focus on performance against KPIs.
http://adage.com/article/digital/youtube-explores-possibility-screening-preferred-videos/311925/
The latest example of the former is thanks to the recent "suicide forest" scandal on YouTube. YouTube is one of the top premium inventory sources for online video - but the reality that's slowly being discovered is that YouTube is only brand-safe if the brand trusts YouTube's content creators; trusting YouTube is not enough.
Examples of the latter happen probably billions of times per day, when something slips through whatever controls the brand's agency or trading desk has in place and serves on a domain that it shouldn't. This has been aggravated over the past several years due to the growth of programmatic, but is now being countered by ads.txt and other controls.
Brands are letting this matter more than it should, in many cases constraining what would otherwise be effective campaign strategies to avoid it. But brands need to recognize that aside from a sensible whitelisting strategy (or even better, blacklisting), any measures they take will just be illusions of control. The internet is still the wild west - instead of pretending otherwise, after taking sensible and minimal steps, brands should focus on performance against KPIs.
http://adage.com/article/digital/youtube-explores-possibility-screening-preferred-videos/311925/
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