New online research claims a third of ads are going to porn sites and other undesirables

New research commissioned by online content verification company Project Sunblock shows that more than a third of UK brands don’t know where their advertising is appearing online.     

Unknown-8When asked about appearing next to negative content online, marketers voted pornographic websites as the most destructive to brand reputation. 

The research claims that

* 38 per cent of UK advertisers have no insight into where their content is appearing online.

*Nearly two thirds (62 per cent) of senior marketing professionals have no way of gaining access to real-time analytics on their marketing effort.

*About 7.78 billion display advertising impressions are served alongside brand-damaging content each year, including categories such as phishing, malware, illegal drugs, violence and pornography.

*Each year around £2.5bn could be being spent on advertising that is ending up on pornographic, illegal or abusive sites

All of which should create a market for Project Sunblock of course, which claims it remove such ad placings automatically. The findings are hardly surprising in a world in which more and more online ads are going through ad exchanges and the like; clever wheezes to remove all human influence on the business of buying and placing media.

If advertisers really are worried about this – as opposed to paying lip service to it – there is another quite simple solution: get a human. But that would cost more, of course.

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