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Advertisers don't care about the content next to their ads. What they don't like is when a mob of people puts them into the news cycle for "supporting $controve

Advertisers don't care about the content next to their ads. What they don't like is when a mob of people puts them into the news cycle for "supporting $controversy." It's not the content itself that is the proximate problem. It's the angry mob that comes with it.

CharlesW 3y ago
Incorrect. Advertisers care deeply about the content next to their ads and other brand safety and suitability issues. You can read this if you want to learn more: https://www.iab.com/wp-content/uploads/2020/12/IAB_Brand_Safety_and_Suitability_Guide_2020-12.pdf https://www.iab.com/wp-content/uploads/2020/12/IAB_Brand_Saf...
- chatmasta 3y ago
  I think we're saying the same thing here. Brand safety only matters insofar as lack of it causes the company to lose money from people boycotting it. You won't find any brand safety guidelines that prohibit advertising next to uncontroversial content. Because it's the controversy the content causes that is the issue, not the content itself.
  - spondylosaurus 3y ago
    Advertisers absolutely do care about placement quality for non-controversial content too. It's a waste of money to run ads for luxury watches on a website that hosts math games for kids.
    - chatmasta 3y ago
      That's got nothing to do with "brand quality guidelines," just poor targeting.
cantSpellSober 3y ago
They absolutely do care, controversy or no > Ads that appear near negative content cause a 2.8 times decrease in consumer intent to associate with the brands https://www.marketingdive.com/news/consumers-believe-brands-intentionally-place-ads-next-to-unsafe-content-st/540634/ https://www.marketingdive.com/news/consumers-believe-brands-... Back to back videos (YouTube) makes it harder > OMD has found that people associate commercials with content when they appear in a linear format, meaning a bad video could taint a company’s image https://www.cnbc.com/2017/03/20/google-online-advertising-adjacency-problem.html https://www.cnbc.com/2017/03/20/google-online-advertising-ad...
- techdragon 3y ago
  Well that explains some of the reasons why pre-roll ads are so much higher value, that and “having” (lol Adblock) to watch them before you can see the content at all.
local_crmdgeon 3y ago
Yes but Jezebel was heavily involved in creating that culture. Being destroyed by it is Biblical

CharlesW 3y ago

Incorrect. Advertisers care deeply about the content next to their ads and other brand safety and suitability issues. You can read this if you want to learn more: https://www.iab.com/wp-content/uploads/2020/12/IAB_Brand_Safety_and_Suitability_Guide_2020-12.pdf https://www.iab.com/wp-content/uploads/2020/12/IAB_Brand_Saf...

chatmasta 3y ago
I think we're saying the same thing here. Brand safety only matters insofar as lack of it causes the company to lose money from people boycotting it. You won't find any brand safety guidelines that prohibit advertising next to uncontroversial content. Because it's the controversy the content causes that is the issue, not the content itself.
- spondylosaurus 3y ago
  Advertisers absolutely do care about placement quality for non-controversial content too. It's a waste of money to run ads for luxury watches on a website that hosts math games for kids.
  - chatmasta 3y ago
    That's got nothing to do with "brand quality guidelines," just poor targeting.

cantSpellSober 3y ago

They absolutely do care, controversy or no > Ads that appear near negative content cause a 2.8 times decrease in consumer intent to associate with the brands https://www.marketingdive.com/news/consumers-believe-brands-intentionally-place-ads-next-to-unsafe-content-st/540634/ https://www.marketingdive.com/news/consumers-believe-brands-... Back to back videos (YouTube) makes it harder > OMD has found that people associate commercials with content when they appear in a linear format, meaning a bad video could taint a company’s image https://www.cnbc.com/2017/03/20/google-online-advertising-adjacency-problem.html https://www.cnbc.com/2017/03/20/google-online-advertising-ad...

techdragon 3y ago
Well that explains some of the reasons why pre-roll ads are so much higher value, that and “having” (lol Adblock) to watch them before you can see the content at all.

local_crmdgeon 3y ago

Yes but Jezebel was heavily involved in creating that culture. Being destroyed by it is Biblical