Ad blind spots: Closing the gap between perception and reality on misinformation sites

A significant gap remains between advertisers’ perceptions and the reality of where their ads are placed. Misinformation sites, often spreading false or misleading content, are one of the critical areas where this gap is most pronounced. Despite stringent guidelines and advanced technologies, many reputable brands inadvertently find their ads displayed alongside harmful content, leading to potential reputational damage and financial loss.

The last part of this series delves into the extent of this disparity, exploring how it occurs and why it persists. We will discuss effective strategies that can help close this gap, ensuring that ads are not only seen by the right audience but are also placed in safe and credible environments.

Also read:

Battle Against Ad Fraud: Why brand safety matters in Programmatic Ads era - Part 1

Battle Against Ad Fraud: How to win in programmatic advertising? – Part 2

The gap between advertisers’ perceptions and the reality of ad placements on misinformation sites is significant, points out Bhavesh Talreja, Founder and CEO, Globale Media.

“Many advertisers believe that their ads are safeguarded by brand safety measures; yet studies reveal that a substantial number of ads still appear on sites promoting false or misleading content. This discrepancy arises from several factors, including the limitations of existing detection algorithms, the dynamic nature of online content, and the evolving tactics of disreputable sites. To close this gap, advertisers can adopt several strategies. Enhanced collaboration with ad tech vendors is essential, demanding more robust and regularly updated brand safety solutions. Implementing multi-layered safety measures, such as pre-bid filtering, post-bid monitoring, and third-party verification, can provide comprehensive protection. Regular manual reviews and audits of ad placements, coupled with the maintenance of custom ‘blocklists’ and ‘allowlists’, can further refine ad targeting. Additionally, employing advanced contextual targeting that goes beyond simple keyword matching can reduce the risk of ads appearing alongside misleading content. Transparent reporting and analytics can help advertisers understand the true placement of their ads, allowing for data-driven adjustments. By combining these strategies, advertisers can better align their perceptions with the reality of ad placements, ensuring their ads do not support misinformation,” he adds.

According to Adam Smart, Director of Product (Gaming) at AppsFlyer, in order to help close this gap, he adds, the first step is to gather comprehensive information about ad placements on misinformation sites – but this will remain a process of infinite approximation.

“I think networks must implement a more thorough assessment process for creating ad accounts that can help them better understand and manage the ad placements. This includes evaluating the types of websites where ads may appear, ultimately helping advertisers to align their perceptions with the reality of ad placements. Although the need is great, the road ahead is still long and arduous - and one that the entire ecosystem would have to travel together, with the networks leading the way,” says Smart.

He feels that the digital advertising industry could improve transparency and accountability by establishing a central regulatory body to handle complaints, implement sanctions, and enforce regulations. Additionally, large social media platforms should take responsibility for fact-checking and reducing the spread of misinformation.

According to Adam Smart, ad tech vendors can proactively prevent ads from being served on disreputable sites by implementing robust exclusion lists that cover categories like gambling or extremist content. “But it might be a very difficult task to define whether a website with political content is extremist and where to draw a line. Transparency regarding where traffic is coming from and how ads are placed is limited. Although there have been investments in and improvements to brand safety tools, none are currently 100% effective,” he concludes.

Ranjit Thind, Director of Media and Tech, Asymmetrique, notes, “Many advertisers are unaware of the extent to which their ads appear on such sites due to insufficient transparency in the ad supply chain. Additionally, there is often an over-reliance on brand safety solutions, with advertisers overestimating the effectiveness of these tools and assuming they are infallible. To close this gap, several strategies can be employed. Educating advertisers about the limitations of current brand safety measures and the importance of regular audits is crucial. Building direct partnerships with reputable publishers can ensure greater control over ad placements. Providing more detailed and transparent reporting on ad placements, including the use of independent verification services, will enhance visibility. Finally, conducting regular and thorough audits of ad placements can help identify and address discrepancies between perception and reality. By implementing these strategies, advertisers can better manage their ad placements and minimize the risk of their ads appearing on websites that distribute misleading or false information.”

Thind suggests that ad tech vendors can take several proactive measures to prevent ads from being served on disreputable sites. Implementing stricter vetting processes for publishers before allowing them into the ad network is a key step. Continuous monitoring of websites for changes in content and quickly responding to any issues is also essential. Utilizing advanced AI tools to identify and block disreputable sites in real time further enhances protection.

“Establishing robust feedback mechanisms for advertisers to report and respond to instances of ad misplacement ensures ongoing vigilance. These measures have had varying levels of success. While AI and machine learning have improved detection capabilities, misinformation websites' dynamic and deceptive nature remains a significant challenge. Continuous advancements and adaptability in technology and processes are necessary to improve effectiveness,” concludes Thind.

Another reason why ads appear on objectionable sites is due to programmatic advertising technology, which primarily involves automation of the ads’ placements, says Abhishek Tiwari, Global Business Head, NetSetGo Media.

“To avoid this, ad tech vendors need to develop better learning algorithms which can detect and block sites that contain misleading information. They can also set tight whitelisting procedures and use human editors to confirm the contents of sites. Furthermore, ad tech platforms can enable advertisers to have more control over the ad inventory that is being offered and avoid the use of low-quality sites by simply having an option to blacklist sites that they disapprove of,” he adds.

Tiwari feels that far more action should come from the ad tech sector.