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Advertisers have always wanted to control the content that their ads appear next to because it determines the efficacy of the ad. If your wholesome, family bran
by chickenfries 10y ago
Advertisers have always wanted to control the content that their ads appear next to because it determines the efficacy of the ad. If your wholesome, family brand starts showing up on porn or ISIS sites, it doesn't matter that you can say "oh that's out of our control," your brand has already been damaged. Also, if you cost structure is CPM, you probably didn't want to waste an impression on that page.
> (i.e. someone on twitter will take offense to anything, and they feel they have a legitimate right to never feel offended)
Your post was stronger without this straw man. Do you think a real person would say that they have a legitimate right to never feel offended? I don't think so.
- arebop 10y ago> the efficacy of the ad That part of it is easy to mitigate by the auction process. I.e., the mean efficacy of ad placement is reflected in the price of the winning bid due to the usual market forces. The less quantifiable part of it, "my brand must never appear alongside X," cannot be dealt with in the auction because the recall has to be perfect and it's not feasible to guess how the advertiser would decide all the tricky cases.
- praxulus 10y agoThe auction process only solves that problem if advertisers know what the adjacent content is and use that information to bid less or not bid on it. At that point, we're back to the status quo of advertisers policing content. While you might be able to automate the process somewhat with ads that aim for direct conversions, it's still extremely difficult to automatically measure the effectiveness of brand advertising.