World Wide Whitelist: Will Brand Safety Strip the Web of Its Color?

By glsoane@adage.com (Garett Sloane)


Now that marketers have been reminded of the internet’s dark side, whitelists are top of mind.

Last year, many digital ad players felt like they’d gotten a handle on fraud and celebrated passing TV in U.S. ad revenue for the first time. Then the perils of programmatic advertising roared back in the form of fake news sites and offensive YouTube videos, all underwritten by unwitting major marketers. Brands like Procter & Gamble and Chase are now scouring the web to reassert control, assembling lists of preapproved publishers worthy of their budgets. Major ad buyers such as GroupM and Omnicom Media Group are working on similar solutions to offer clients.

The ad-supported world wide web is abruptly in danger of shrinking from a sprawling, inventive and untamed territory to a set of safe spaces for advertisers, possibly changing the character of the internet in the process.

Now that marketers have been reminded of the internet’s dark side, whitelists are top of mind.

Last year, many digital ad players felt like they’d gotten a handle on fraud and celebrated passing TV in U.S. ad revenue for the first time. Then the perils of programmatic advertising roared back in the form of fake news sites and offensive YouTube videos, all underwritten by unwitting major marketers. Brands like Procter & Gamble and Chase are now scouring the web to reassert control, assembling lists of preapproved publishers worthy of their budgets. Major ad buyers such as GroupM and Omnicom Media Group are working on similar solutions to offer clients.

The ad-supported world wide web is abruptly in danger of shrinking from a sprawling, inventive and untamed territory to a set of safe spaces for advertisers, possibly changing the character of the internet in the process.

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Source:: Advertising Age – Digital

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