How to prevent your ads from appearing near questionable content

Programmatic ad buying makes things easy for advertisers, but it doesn't necessarily mean your ads are making an impact with relevant readers. In fact, ads placed by algorithms could position your brand near objectionable content.

The risks of algorithm-based ad placement

Computers only know what we tell them, and until a generalized artificial intelligence is born, that's all we have to work with. When it comes to placing ads within digital content found on the web, algorithms may have a limited amount of data to work with - and that means ads may get placed where they're not relevant.

Here's a simple example: Let's say you want to place an ad for a new heart medication. You create the ad, assign it a few keywords, and hand it off to the algorithm so it can disseminate the ad through a network of websites. In an ideal world, your ad would appear only on medical sites, and only targeted at cardiologists who might be interested to see your ad. But the truth is, the web is vast and ad placement algorithms are imperfect. Your ad for heart medication could even end up on sites that have conflicts with your brand values. How awkward would it be if your heart medication ad was placed on a fast-food website? Site visitors might think your brand is being cynical - and it could turn them away from recommending your drug to their patients.

Although the above example is just a hypothetical situation, many brands find themselves positioned among even more embarrassing content. According to MM&M, citing data from a CMO Council and Dow Jones report, 25 percent of global marketers have found their ads next to extremist content online. Further, 72 percent of surveyed advertisers worry about brand integrity when engaging in programmatic ad buying.

This should worry marketers because consumers react negatively to ads in awkward places. MM&M reported that nearly half of surveyed consumers would consider boycotting a brand if they found that brand's ads within digital content that offended or alienated them. Additionally, 63 percent of surveyed consumers said they would have a more positive reaction if the same ad was featured in trusted and established media channels. In other words, context matters - and your target audience is paying attention.

Consumers react negatively to ads near objectionable content.

Irrelevant content may be just as bad

One could argue that readers wouldn't even notice these discrepancies because they wouldn't be pursuing alienating content in the first place. After all, how would marketers know if an ad was placed among extremist content unless they were reading that content? However, that's forgetting the fact that the internet is all about sharing - and if your ad appears near objectionable content, someone could screenshot it and spread it through social media, damaging your brand.

But it's not just extremist content that is a problem for advertisers. Irrelevant content is also a waste of money. If an ad for heart medication appears on a site dedicated to movie reviews, for instance, it's likely going to be ignored by readers who just want information on the latest blockbuster. Or worse, the ad could turn them off from the brand altogether. A survey from TradeDoubler found that 49 percent of people will disregard a brand if it presents them with irrelevant advertising.

Finding your audience the first time

Advertisers who don't want to get lost in the fray or make a bad impression because of an algorithm, need to find a way to reach their target audience the first time. For pharmaceutical and medical device advertisers, the solution is simple. Healthcare professionals subscribe to  the print and digital editions of medical journals  -  placing ads next to this peer-reviewed and credible content automatically ensures a relevant audience will see your advertisement while reducing the risk of brand damage.

To work with a trusted partner and develop your next targeted media plan, visit ELSMediaKits.com today to learn more.