The great thing about the internet is that it removes the gatekeeper from the communication equation opening the channels to all. How ideal. Unfortunately, it also reveals the value of an editor especially when malevolent forces find their way into the system.
For those of us in the digital advertising space, the concern about our ads popping up in a fake news site or next to a racist headline has got to be real. A brand is not likely to want its image associated with that kind of content. It’s of particular concern for programmatic buying because its natural function is to set back the human element, to remove another set of eyes.
Known offenders can be blocked, but it is a one-at-a-time proposition and one that is often done after the fact – after the brand has been connected visually with the offender and it’s reported. It is much harder to protect against these things in open forums such as Facebook and Google that have a tough time vetting stories for truthfulness given that both were developed by idealistic folks who did not foresee the bad guys coming. Now they are struggling to find ways to insert editors or algorithms back into the open process.
2017 promises to the year when the forces of good will begin to adjust to this unwanted intrusion. All companies promoting programmatic buying have a stake in cleaning up the environment in which we work by finding a balance that leaves people in the process while preserving the benefit of automation. Source: Inspired by an article in Marketing Land