Brands need to refine their programmatic strategies for safer ad placement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 17, 2019, 9:24 AM UTC

 “Interesting and eye catching” fake news content can keep users engaged for a longer duration.

A paper in the Journal of Advertising Research (JAR) argues that brands must refine their programmatic strategies and allow for greater levels of human oversight of campaigns. This could help brands concerned about ads appearing on fake news sites or alongside “controversial content.”

Advertisers “chasing” traffic through automated processes has led to incentivising fake news sites to continue creating content. The study identified social media platforms as the beneficiaries of this situation, given that “interesting and eye catching” fake news content engages users for longer and attracts ad revenue.

The study recommends creating “bespoke digital-campaign management” system. This system would have white lists containing approved sites for placing ads. This, however, would require “manual placement and human endeavour” for marketers looking to counter brand risk from fake news.  

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