Recently, major brands including AT&T, Walmart, and Coca-Cola have pulled digital advertising dollars from YouTube after reports that their ads were being shown alongside offensive video content. Advertisers are very concerned about how their brand is perceived by customers when their ads appear adjacent to racist, sexist, homophobic, and extremist content, and for good reason. According to a recent survey conducted by Adweek, 36% of YouTube users view digital ads as endorsements by brands. This means if your advertisements are shown near offensive content, a significant portion of your audience views this as an endorsement by your company. This should be a matter of concern for all advertisers. At Ad House Advertising, we are very cautious about how we set up our clients’ digital advertising campaigns. We work hard to ensure that our clients’ advertisements are served within appropriate contexts so that our clients are favorably presented to their potential customers.
The digital advertising experts at Ad House use advanced media buying technology that gives us the ability to select what type of content we want ads to appear next to. We use an extensive list of parameters to filter out unwanted types of content, such as gambling, the occult, tobacco, and adult content. We are also able to filter out bot traffic. With these precautionary steps, we have more control over the kind of content our clients’ ads are associated with.
The programmatic ad buying platform that we use allows our media specialists to blacklist specific websites that we deem unsafe for our brands to advertise on. Our ad exchange has a blacklist of sites they recommend excluding from all media buys. In addition to excluding websites and publishers that violate our demand-side platform’s policies, at Ad House, we’ve also compiled our own proprietary blacklist to exclude anything else that might be unsafe for the brands we represent. We can also create whitelists to prioritize premium publishers and trusted websites that would be ideal for an ad. By using blacklists and whitelists, we know that our ads are placed on trustworthy websites.
With the controversy surrounding major advertisers and the content their ads are placed next to, it is especially important to give attention to your online advertising campaigns. Do you know where your ads are running? Is your programmatic ad partner 100% transparent? Ad House Advertising takes the guesswork out of advertising your brand online. We take precautionary measures to make sure your brand is presented in a favorable way to the customers you want to reach. To learn more, don’t hesitate to contact us! We will be happy to sit down with you and explain how our approach to digital advertising can benefit your business.
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