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
Image from iStock via AdAge.