An investigation has been launched by the IAB and the IASH into the misplacement of display ads within the ad exchange community. The investigation comes after the Yahoo! owned exchange Right Media was implicated for ad misplacement and NMA spotted ads for brands such as T-Mobile and easyCar on the explosivefightvideos.com and also large blue-chip companies such as ING direct and Orange advertising alongside pornographic content.
Right Media have responded by saying, “When content is inadvertently miscategorised by a member of the exchange, we help our members communicate to correct the situation. We have rigorous standards and guidelines for our members.” But critics are calling for all display advertising exchanges to become IASH compliant to ensure ad misplacement does not occur.
This instance and the examples listed clearly show the dangers of using ad exchanges and blind networks as part of your media plan. Although the promise of cheap impressions and large volumes can be tempting, the reality can often be misplaced adverts and ads appearing in inappropriate locations. If you are going to use these channels, then make sure they are controlled and regulated and don’t be tempted by the cheapest, run of site options, at least make it channel specific so you can have some idea of where you are going to be appearing.