Ad tech profits from ads on fake news — and preventing ads on fake news

Fake news is hot right now, which means it’s a great time for brand safety vendors to pitch advertisers new products. For many vendors, blacklists are all they have in the arsenal to block ads from appearing on undesirable websites. But blacklists often fail in programmatic buying, and with brand anxiety high post election, some vendors are capitalizing on the zeitgeist by developing products that block ads from reaching fake news websites. Sources were split on whether these products will provide real value or are just another PR stunt. “Kudos to them, but it just looks like a news-jacking play,” said one ad tech exec. Another added, “This is an easy marketing gimmick for people to hop onto.” Advertisement Last week, DoubleVerify announced a new product for weeding out websites associated…


Link to Full Article: Ad tech profits from ads on fake news — and preventing ads on fake news

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