Protecting Co-op Advertising in Digital Media

The challenge major marketers face protecting their brand from digital ad placement near objectionable content is trending across numerous news articles in the NY Times, Wall Street Journal and Advertising Age.  Programmatic ads with their algorithmic purchasing have recently come under fire, as have ads on YouTube and other Google properties that appear next to offensive material such as sensitive social issues including hate speech, military and international conflict and profanity.

As Google and other ad providers outline steps to stop ads from appearing near derogatory content, it becomes even more important for manufacturers to know where the Co-op advertising dollars they offer their retailers are being spent, and influence them accordingly.

Manufacturers' Co-op programs are not powerless in giving their brand more control over when and where their ads appear.  As Google and other providers review their advertising policies, manufacturers with Co-op program guidelines should do the same.  Although it's the retailers and independent dealers that decide the best advertising medium to run their local ads, they must also comply with the manufacturer's Co-op guidelines and requirements.

To help accomplish this, non savory media can be blacklisted and Google AdWords has category exclusion options in place to assist the advertiser in filtering types of sites, mobile apps and video that customers don't visit, types of sites that don't perform well for the intended audience and types that aren't appropriate for the brand.

As the advertising industry's checks and balances have fallen behind the technology that drives it, you can rely on ACB to help your Co-op program gain digital compliance for your brand.  For more information, please contact us.