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

Imran Ahmed, Marlene Obst and Rachel Rose
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Imran Ahmed: Center for Countering Digital Hate, Inc., USA
Marlene Obst: Center for Countering Digital Hate, Inc., USA
Rachel Rose: Center for Countering Digital Hate, Inc., USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 1, 27-34

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.

Keywords: brand safety; programmatic advertising; online safety; ethical advertising; misinformation; algorithm transparency; content monetisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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