Flexing the invisible hand

[Craig Good]

Major advertisers are seeing advantages to whitelisting, the process of putting a human in the loop to decide where they advertise on the web.

As of a few weeks ago, advertisements for JPMorgan Chase were appearing on about 400,000 websites a month. It is the sort of eye-popping number that has become the norm these days for big companies that use automated tools to reach consumers online.

 

Now, as more and more brands find their ads popping up next to toxic content like fake news sites or offensive YouTube videos, JPMorgan has limited its display ads to about 5,000 websites it has preapproved, said Kristin Lemkau, the bank’s chief marketing officer. Surprisingly, the company is seeing little change in the cost of impressions or the visibility of its ads on the internet, she said. An impression is generally counted each time an ad is shown.

[jack saunders]

I can't imagine any big advertizer NOT demanding preapproval of the places that bots post their ads.  To a bot, a site is a site.  Good Housekeeping looks just like Biggest Dicks in the Navy.  You'd have to be mad to just let 'er rip......unless your product was inherently whimisical side -- certainly not JP Morgan Chase.

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