Brand Safety In A World Of Fake News

Data Source: Moat
  • There is a broad network of advertisers propping these sites up: Over 3,100 unique brands advertised on fake or incendiary news sites in 2017 alone.
  • Top brands are some of the most prolific advertisers: 58% of Fortune 100 companies appeared on at least one of these sites.
  • This isn’t the case of a single ad slipping by: The average Fortune 100 company appeared on 15 fake or incendiary news sites — and some on as many as 44 different sites with over 1,000 unique ads!
  • Finance, technology and auto brands bought the most ads: Controlling as much as 7% share-of-voice across all sites.
  • Establish a principled approach: Every ad campaign should have a clear framework for evaluating inventory quality and brand safety. What is perfectly acceptable for a travel company may be wholly inappropriate for a more family-focused brand.
  • Block the bad stuff: At BPI, we maintain lists of unacceptable sites based on general brand safety, bot traffic, viewability, and fake news. And even on acceptable sites, there are certain types or themes of content we want to protect our clients from showing ads next to.
  • Demand transparency: You should know where your ads are running. Not every ad needs to be on the front page of the New York Times — frequency and repetition are critical to making a message stick — and we want to reach people whether they are visiting top tier news or dinner recipes. But if a publisher won’t tell you where you ads appear, they are probably hiding something.
  • Constant vigilance! New sites spring up every day and there is always the chance something might slip by. Make sure your advertising infrastructure is set up to regularly scan for potentially troublesome content.




Marketing & Communications Agency

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Sell Them Something That They Want To Buy.

How to focus your healthcare marketing when you’re booked with patients for weeks

10 LinkedIn Marketing Tips On How To Avoid Of Getting Your LinkedIn Profile Killed

LinkedIn Marketing Tips

Telcos to Take a Leaf Out of the OTT Book | STL Blog

Marketing to Millenials


It’s all about forming a community…

Diversify app revenue with hybrid monetization

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Bully Pulpit Interactive

Bully Pulpit Interactive

Marketing & Communications Agency

More from Medium

Are Employee Surveys Destroying Your Company’s Performance Culture?

$6.5B Can Revolutionize Higher Ed Teaching, Success, & Equity

Six Ways to Deal with Free-Riding in School Projects

The Grocery Store Advertising Arms Race