Elon Musk and Twitter are apparently not the only platform who is struggling with having advertisers halt ad campaigns due to those ads being placed next to content that is objectionable. Meta owned Instagram has is having problems with ads being placed next to sexually explicit images:
Instagram’s system served jarring doses of salacious content to those test accounts, including risqué footage of children as well as overtly sexual adult videos—and ads for some of the biggest U.S. brands.
The Journal set up the test accounts after observing that the thousands of followers of such young people’s accounts often include large numbers of adult men, and that many of the accounts who followed those children also had demonstrated interest in sex content related to both children and adults. The Journal also tested what the algorithm would recommend after its accounts followed some of those users as well, which produced more-disturbing content interspersed with ads.
As a result of this report, this happened:
After the Journal contacted companies whose ads appeared in the testing next to inappropriate videos, several said that Meta told them it was investigating and would pay for brand-safety audits from an outside firm.
Following what it described as Meta’s unsatisfactory response to its complaints, Match began canceling Meta advertising for some of its apps, such as Tinder, in October. It has since halted all Reels advertising and stopped promoting its major brands on any of Meta’s platforms. “We have no desire to pay Meta to market our brands to predators or place our ads anywhere near this content,” said Match spokeswoman Justine Sacco.
Robbie McKay, a spokesman for Bumble, said it “would never intentionally advertise adjacent to inappropriate content,” and that the company is suspending its ads across Meta’s platforms.
Charlie Cain, Disney’s vice president of brand management, said the company has set strict limits on what social media content is acceptable for advertising and has pressed Meta and other platforms to improve brand-safety features. A company spokeswoman said that since the Journal presented its findings to Disney, the company had been working on addressing the issue at the “highest levels at Meta.”
Walmart declined to comment, and Pizza Hut didn’t respond to requests for comment.
Now this is bad. But what I will say is this. Meta and its CEO Mark Zuckerberg will fix this because frankly, they don’t want to lose the advertising revenue, nor do they want to be seen in the same way that Twitter is seen. So I would expect some rapid action on this front in the coming days.
Like this:
Like Loading...
Related
This entry was posted on November 27, 2023 at 8:34 am and is filed under Commentary with tags Instagram. You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.
Instagram Joins Twitter In Having Advertisers Halt Ads Due To Placement Next To Problematic Content
Elon Musk and Twitter are apparently not the only platform who is struggling with having advertisers halt ad campaigns due to those ads being placed next to content that is objectionable. Meta owned Instagram has is having problems with ads being placed next to sexually explicit images:
Instagram’s system served jarring doses of salacious content to those test accounts, including risqué footage of children as well as overtly sexual adult videos—and ads for some of the biggest U.S. brands.
The Journal set up the test accounts after observing that the thousands of followers of such young people’s accounts often include large numbers of adult men, and that many of the accounts who followed those children also had demonstrated interest in sex content related to both children and adults. The Journal also tested what the algorithm would recommend after its accounts followed some of those users as well, which produced more-disturbing content interspersed with ads.
As a result of this report, this happened:
After the Journal contacted companies whose ads appeared in the testing next to inappropriate videos, several said that Meta told them it was investigating and would pay for brand-safety audits from an outside firm.
Following what it described as Meta’s unsatisfactory response to its complaints, Match began canceling Meta advertising for some of its apps, such as Tinder, in October. It has since halted all Reels advertising and stopped promoting its major brands on any of Meta’s platforms. “We have no desire to pay Meta to market our brands to predators or place our ads anywhere near this content,” said Match spokeswoman Justine Sacco.
Robbie McKay, a spokesman for Bumble, said it “would never intentionally advertise adjacent to inappropriate content,” and that the company is suspending its ads across Meta’s platforms.
Charlie Cain, Disney’s vice president of brand management, said the company has set strict limits on what social media content is acceptable for advertising and has pressed Meta and other platforms to improve brand-safety features. A company spokeswoman said that since the Journal presented its findings to Disney, the company had been working on addressing the issue at the “highest levels at Meta.”
Walmart declined to comment, and Pizza Hut didn’t respond to requests for comment.
Now this is bad. But what I will say is this. Meta and its CEO Mark Zuckerberg will fix this because frankly, they don’t want to lose the advertising revenue, nor do they want to be seen in the same way that Twitter is seen. So I would expect some rapid action on this front in the coming days.
Share this:
Like this:
Related
This entry was posted on November 27, 2023 at 8:34 am and is filed under Commentary with tags Instagram. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.