‘Shooting,’ ‘Bomb,’ ‘Trump’: Advertisers Blacklist News Stories Online - WSJ
Big advertisers have been burned several times in recent years when their digital ads appeared next to offensive content, including fabricated news articles, hateful or racist videos on YouTube and pornographic material.
Such miscues happen, in part, because of the complexities of online ad-buying, where brands generally target certain kinds of audiences rather than specific sites or types of content. It has become clear to advertisers that one way to protect themselves is to stipulate the websites or types of web content they want to avoid, and ensure their partners—digital ad brokers and publishers—honor those wishes.
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