REPORT

While programmatic ad spend continues to increase exponentially year over year, the risk of digital display ads appearing next to offensive or objectionable content is becoming a top concern for marketers. In fact, this study—conducted in partnership with Dow Jones—reveals that 72 percent of marketers are concerned about brand integrity and control when it comes to their programmatic investments, and more than a quarter have actually experienced incidents where their content appeared alongside compromising content. 

The full report—available for $199—provides valuable insights from an online survey of more than 300 senior marketing decision makers, in addition to qualitative perspectives based on interviews with brand leaders at AIG, SAP, Lenovo, MGM Resorts, Reebok, Vera Bradley, TUMI, Morgan Stanley and more. Aimed at determining the impact of digital ad experiences on consumer perceptions and purchase intent, the report also underscores the findings of a consumer study—titled “How Brands Annoy Fans”—that revealed consumers will walk away from a brand if they see that brand’s ad appearing adjacent to content that offends them, making brand safety a top priority for marketers.