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The role of brands in online safety: Don’t trust Google to sort it out for you

Author

Listed:
  • Ahmed, Imran

    (Center for Countering Digital Hate, Inc., USA)

  • Obst, Marlene

    (Center for Countering Digital Hate, Inc., USA)

  • Rose, Rachel

    (Center for Countering Digital Hate, Inc., USA)

Abstract

Programmatic advertising revenue is one of the main sources of funding for misinformation and hate actors online. It is also one of the key reasons why big tech platforms often fail to act on misinformation. Programmatic advertising, however, is invisible to the consumer, and mistakes in the placement of advertising can have a lasting impact on a brand’s reputation. As it is already becoming increasingly difficult for brands to convince consumers that they are unaware of participating in a system that enables the funding of online misinformation and hate, this paper argues that brands must take more responsibility for the placement of their advertising to ensure that they do not inadvertently fund — and thus become associated with — malicious content.

Suggested Citation

  • Ahmed, Imran & Obst, Marlene & Rose, Rachel, 2022. "The role of brands in online safety: Don’t trust Google to sort it out for you," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(1), pages 27-34, June.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:10:i:1:p:27-34
    as

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    More about this item

    Keywords

    brand safety; programmatic advertising; online safety; ethical advertising; misinformation; algorithm transparency; content monetisation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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