digitalagmedia


Google is OK with Brand safety being a frustrating game of Whack-A-Mole
April 3, 2017, 1:38 pm
Filed under: Programmatic, Social Media, Web

In Jan 2017 Google Canada’s lead lobbyist, Jason Kee, was in Ottawa convincing politicians that Canadian websites shouldn’t be protected the same way other Canadian mediums are (See “Google fights proposed tax change to Canadian online advertising” Globe and Mail). His logic, “There is no way for advertisers to know if their ads are showing up on Canadian websites or not, all they care about is reaching a certain audience.” And there you have it, right from the horse’s mouth. Put another way, Mr. Kee is admitting there is little control onto which sites ad impressions are served and moreover; it doesn’t matter.

He’s wrong. It does matter.

Maybe it’s slightly less of an issue in the B2C world, but in the B2B world it’s critical that ads are adjacent to relevant, acceptable content because branding and awareness are still mission-critical advertising activities. B2B purchasers don’t spend, they invest.

This is where B2B advertisers need to be particularly cautious buying programmatically. The social media publishers and programmatic vendors struggle to keep ad impressions adjacent to relevant, acceptable content because of (a) their gigantic volumes of semi-vetted content and/or (b) the middle men that can make site blacklists ineffective. See article below.

http://digiday.com/marketing/blocked-websites-slip-through/?utm_medium=email&utm_campaign=digidaydis&utm_source=daily&utm_content=170327

The question then becomes; assuming a reader’s “affinities” have been accurately identified, are B2B advertisers comfortable with Mr.Kee’s assertion that in terms of serving ad impressions, adjacency to ANY web content is acceptable? I hope for the sake of the shareholders in that B2B brand’s equity, the answer is ‘no’.

Advertisements

1 Comment so far
Leave a comment

[…] Clearly Marc Pritchard believes that it’s important that P&G’s ads appear adjacent to content that is valuable, relevant, accurate, and acceptable. This is in stark contrast to the notion put forward Canadian Google VP Jason Kee who told the Globe and Mail that “all they [advertisers] care about is reaching a certain audience.” https://digitalagmedia.wordpress.com/2017/04/03/google-is-ok-with-brand-safety-being-a-frustrating-g… […]

Pingback by Proctor & Gamble’s Marc Pritchard: We are 40-50% of the way to cleaning up digital | digitalagmedia




Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s



%d bloggers like this: