There's an old saying amongst Marketing Directors "Only 30% of advertising is effective, I just want to know which 30%", because like everyone else they have to fight for budget to pay for advertising and want to optimise revenue growth.
Recently, Facebook, YouTube and Google have all faced criticism for incidents where brand damage has been caused when respectable businesses have had their advertising messages placed on pages which are associated with terrorists, hate sites and other disreputable content. The upshot being that they are paying money to organisations (for views on their pages) with whom they would regard any association as "Brand Contagion".
There are other issues too, such as manipulation of Search Engine Optimisation and boring people to death with nauseous adverts for "rip off" services are damaging consumer interest in on-line advertising.
So it was interesting to see Raconteur reporting Marc Pritchard's (Chief Brand Officer, Proctor & Gamble) comments, when he told the digital advertising industry that it needed to grow up. This is long past time and a wake up call to the industry. There's plenty of opportunity with both machine learning and proper filtering of "acceptable advertisers" to clean this up.
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