3 ms·

Any ethical publisher will go out of their way to ensure total separation between editorial (or content creation in the case of social publishers like Snapchat)

by amyjess 10y ago

Any ethical publisher will go out of their way to ensure total separation between editorial (or content creation in the case of social publishers like Snapchat) and advertising. The advertising division typically isn't even allowed to know what kind of content is being run, and the content creators aren't allowed to know what kind of ads are being run. The practice is often metaphorically referred to as "church and state".

LeifCarrotson 10y ago
Um, I can perhaps understand how this is the ethical path, but is it really all that common? Google AdSense is explicitly designed to run ads based on the content, and Facebook ad campaigns are precisely targeted to the subject matter. Furthermore, I would honestly prefer to see ads that are relevant to things I would be interested in, if only to have ads served in English, much less coordinated with my hobbies! Were I the NRA, I would definitely pay a lot more, have better conversion rates, and have happier ad viewers if I could target ads at Snapchat users who talk about guns.
- tedunangst 10y ago
  Publisher as in newspaper.
- patates 10y ago
  I think the problem here is that Snapchat manages both content and the ads.
CPLX 10y ago
That's not how it works. The ad department isn't supposed to influence how things are covered, but they very commonly know what's coming up precisely for this reason, to find advertisers who want to run adjacent ads. So that part is normal. But sabatoging the subject of editorial with ad content is definitely not normal, and this ad rep's behavior would be totally out of line at any traditional media outlet for that reason.
nojvek 10y ago
That is assuming snapchat is a media company. It's much as a media company as Facebook and Google are. If they can increase their IPO value with ad sales, they'll be doing so. 40% market penetration for youngsters is solid.

by amyjess 10y ago

LeifCarrotson 10y ago

Um, I can perhaps understand how this is the ethical path, but is it really all that common? Google AdSense is explicitly designed to run ads based on the content, and Facebook ad campaigns are precisely targeted to the subject matter. Furthermore, I would honestly prefer to see ads that are relevant to things I would be interested in, if only to have ads served in English, much less coordinated with my hobbies! Were I the NRA, I would definitely pay a lot more, have better conversion rates, and have happier ad viewers if I could target ads at Snapchat users who talk about guns.

tedunangst 10y ago
Publisher as in newspaper.
patates 10y ago
I think the problem here is that Snapchat manages both content and the ads.

CPLX 10y ago

That's not how it works. The ad department isn't supposed to influence how things are covered, but they very commonly know what's coming up precisely for this reason, to find advertisers who want to run adjacent ads. So that part is normal. But sabatoging the subject of editorial with ad content is definitely not normal, and this ad rep's behavior would be totally out of line at any traditional media outlet for that reason.

nojvek 10y ago

That is assuming snapchat is a media company. It's much as a media company as Facebook and Google are. If they can increase their IPO value with ad sales, they'll be doing so. 40% market penetration for youngsters is solid.