Telecoms giant is right to stop relying on social media titans to stop its adverts appearing next to inappropriate content
About time too: a major advertiser has become so frustrated with Facebook and Googleās limp attempts to police the content they publish that it has taken matters into its own hands. Vodafone will no longer rely on website āblacklistsā drawn up by the social media titans and its own advertising agency. Instead, to prevent its ads appearing next to hate speech or fake news, Vodafone will issue a āwhitelistā of sites on which it is happy for its commercial messages to appear.
The new approach is sensible. Indeed, itās a wonder that major advertisers have been so slow to protect themselves from Facebook and Googleās failures. Vodafone spends Ā£400m a year on online advertising. Even if 99% of that money ends up being directed to reputable sites, the other 1% can do serious damage to a brand while also generating revenue for some hideous websites.
Related: Vodafone to stop its ads appearing on fake news and hate speech sites
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