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Ad algorithms under fire as advertisers demand greater control over where ads are placed

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Ad algorithms under fire as advertisers demand greater control over where ads are placed

The Washington Post found that many sites with “politically extreme and derogatory content” are customers of leading ad networks, and that ads by household brand names had been displaced on the sites. When the Post contacted the brands, they were surprised that their ads were appearing next to such content.

Most ad networks make it easy to blacklist individual sites, and automated filters try to prevent ads from appearing next to derogatory content. In practice, however, many advertisers have found that these measures are insufficient, and are calling on ad networks to do more to excludes unwanted sites.

The Financial Times reported that advertisers are demanding discounted prices to Google’s premium advertising inventory, which would give them greater protection from being displayed next to inappropriate content.

Author

Teemu Henriksson's picture

Teemu Henriksson

Date

2017-03-27 15:00

Author information

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