How to Protect Your Brand From Landing on Bad Websites

Jan 10, 2017 5:00:24 PM

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Following the election, fake news sites have been in the real news - especially with regard to the millions of dollars served to these fake sites through programmatic advertising. While programmatic certainly provides values to advertisers, like everything, all buys should be monitored from availability to placement to ensure complete control over your brand. Kellogg’s recently went through an ordeal of both good and bad press after pulling their ads from controversial site Breitbart, giving the entire industry valuable lessons to ponder. How do you exactly protect your brand from landing on bad websites? AdAge recently discussed this topic, claiming that “Keeping your ads off fake news pages isn’t hard at all."

How? By demanding transparency.

"Advertisers must demand to know exactly which sites will be displaying their ads. While networks may tout the premium publishers within their portfolios, they're less enthusiastic about listing smaller and potentially lower quality sites." -AdAge
Take full control of your ad buys by using an ad intelligence tool that shows you exactly which sites your creatives are landing on, and which partner placed them there. Get alerted when a new campaign is launched to ensure creatives are running on contracted sites, and be able to react in real-time to any discrepancies with data that is updated daily. Your partners should be as transparent as possible, but it is up to you to audit your partners and have a full view of your campaigns at all times.
 
Read the full story on AdAge here.

Image from iStock via AdAge.


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Jordan Kramer

Written by Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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