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The role of brands in online safety: Don’t trust Google to sort it out for you
Journal of Digital & Social Media Marketing,
10
(1),
27-34
(2022)
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
The full article is available to subscribers to the journal.
Author's Biography
Imran Ahmed is Founder and Chief Executive of the Center for Countering Digital Hate. As an expert in online malignant behaviour and how bad actors use digital spaces to harm others and benefit themselves, he appears regularly in the media and advises politicians in the USA, UK, Europe and elsewhere on policy and legislation. Imran is a trustee of the UK charity, Victim Support. He holds an MA in Social and Political Sciences from the University of Cambridge.
Marlene Obst is Research Officer for the Center for Countering Digital Hate, where she is responsible for developing the organisation’s understanding of the economic models of misinformation networks. Marlene has an MA in investigative journalism from City, University of London, and has previously worked as a freelance investigative journalist.
Rachel Rose is a Digital Marketing Executive for the Center for Countering Digital Hate, where she manages social media channels and is the campaign manager for the Stop Funding Misinformation campaign. Rachel has previously worked as a consultant for an international human rights charity and as a digital marketing associate for a top UK law firm. Rachel holds a BA in history and sociology.
