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But while social media strategies and U.S. political ad spend might have been a strategic focus during the 2016 and the 2020 elections, experts have warned of the \u003ca href=\"https://www.nbcnews.com/tech/misinformation/disinformation-unprecedented-threat-2024-election-rcna134290\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ethreat of misinformation\u003c/a\u003e during this election cycle and Americans’ \u003ca href=\"https://www.washingtonpost.com/technology/2021/12/22/tech-trust-survey/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003egrowing mistrust\u003c/a\u003e of social media. That's giving rise to alternative advertising avenues like connected TV (CTV).\u003c/p\u003e\n\u003cp\u003e“In terms of [total] political ad spending, a lot more is going to CTV than last time around in a big way,” says Paul Verna, principal analyst at Insider Intelligence. “Also, in terms of all ad spending, along with retail media, CTV is the fastest-growing channel that we track.”\u003c/p\u003e\n\u003cp\u003eA \u003ca href=\"https://www.emarketer.com/press-releases/2024-political-ad-spending-will-jump-nearly-30-vs-2020/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent report\u003c/a\u003e from Insider Intelligence found that political advertising is estimated to reach $12 billion this election cycle — though the overall growth in the political sector is below the overall rate of total media ad spend for 2024. CTV political ad spend growth in particular is projected to increase by roughly 506% between 2020 and 2024, and make up 45% of digital advertising spend this election cycle. During the 2020 cycle, CTV political ad spend only made up 19%.\u003c/p\u003e\n\u003cp\u003e“What I’m hearing from agencies is a big hesitation around user-generated content, specifically how things are trending in the social platforms,” says Robin Porter, head of political for digital advertising company LoopMe. “Not knowing where’s it going to fall into — what kind of content — that’s become a big concern.”\u003c/p\u003e\n\u003cp\u003eThere’s good reason: the public may be more open to CTV ads than to the ones they see on social media. A LoopMe \u003ca href=\"https://loopme.com/press_releases/survey-receptivity-to-political-ads-in-the-u-s-can-be-2x-higher-when-consumed-on-voters-preferred-media/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esurvey\u003c/a\u003e from December saw that there was a doubling of receptivity to political ads when the person spent the most time on that digital medium, which includes streaming, web browsing and podcasts. However, when it came to people who spent the most time on certain social media platforms, the opposite effect was observed. Political campaigns and agencies are taking note.\u003c/p\u003e\n\u003cp\u003e“There’s not the receptivity within the social channels that there used to be, and especially in 2008 with Obama, when it was this innovative new frontier,” Porter explains. “The opposite effect is taking place. I will say that’s one of the least-talked-about platforms when the discussion is around spend allocation. CTV is the highest-discussed platform and conversation around strategy, finding audiences in that space.”\u003c/p\u003e\n\u003cp\u003eIt may have to do with Americans becoming skeptical about what they see on social media. Only 44% of Americans find social media a trustworthy source of information, according to a February 2024 \u003ca href=\"https://theharrispoll.com/briefs/information-sources/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eHarris Poll\u003c/a\u003e. The CAIO Institute found about \u003ca href=\"https://www.cato.org/survey-reports/poll-75-dont-trust-social-media-make-fair-content-moderation-decisions-60-want-more\" target=\"_blank\" rel=\"noreferrer noopener\"\u003e3 out of 4 Americans\u003c/a\u003e don’t trust social media companies to make unbiased content-moderation decisions.\u003c/p\u003e\n\u003cp\u003eBut advancements in AI tools have also made it easier to make deepfakes and disseminate misinformation. Many platforms have instituted restrictions around AI-generated content as well as labels that indicate if content uses AI. Some social platforms are also restricting when political ads can run: for instance, Meta \u003ca href=\"https://about.fb.com/news/2023/11/how-meta-is-planning-for-elections-in-2024/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eblocking new\u003c/a\u003e political ads the week leading up to the November elections. Snap \u003ca href=\"https://www.snap.com/en-US/ad-policies/political\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ereviews\u003c/a\u003e all political ads on a case-by-case basis, and has put further restrictions on them. Political ads are \u003ca href=\"https://ads.tiktok.com/help/article/tiktok-advertising-policies-industry-entry?redirected=2\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ebanned\u003c/a\u003e from TikTok. Meta did not immediately respond to a request for comment. Snap and TikTok declined to comment.\u003c/p\u003e\n\u003cp\u003eStill, CTV can alleviate those concerns, Porter added. LoopMe helps campaigns target the right audiences on digital advertising platforms.\u003c/p\u003e\n\u003cp\u003e“There is scale there, but there’s also safety in the programming and knowing where that ad […] is going to fall within the programming,” she says. “It’s fixed programming.”\u003c/p\u003e\n\u003cp\u003eStill, many — like Insider Intelligence’s Verna — believe the social media platforms haven’t done enough to prevent political bad actors. For example, Mozilla Research found it used to be easy to \u003ca href=\"https://foundation.mozilla.org/en/campaigns/tiktok-political-ads/tiktoks-policies/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eget around\u003c/a\u003e TikTok’s political ad ban, though the study focused on 2021 political advertising blocks. TikTok’s policies have evolved since then.\u003c/p\u003e\n\u003cp\u003e“We’re in a situation where social media just doesn’t have the tools or even really the will to truly snuff out all of this misinformation, disinformation, toxic content,” Insider Intelligence’s Verna says.\u003c/p\u003e\n\u003cp\u003eWhile political media buyers are engaging in the more strategic capabilities of CTV, old habits die hard. It's still true, per \u003ca href=\"https://www.pewresearch.org/politics/2023/07/12/voter-turnout-2018-2022/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ePew Research\u003c/a\u003e, that many older voters are likely watching on cable. And though the lion's share of political ad spend is still traditional media, that equation is changing quickly with digital ad dollars surging. Each election cycle shows the attrition of linear as digital spend grows to allow that broader reach.\u003c/p\u003e\n\u003cp\u003e“[With] CTV, you are going to be able to reach a lot of younger voters,” Verna says.\u003c/p\u003e\n\u003cp\u003eBut as more people cut the cord and more digitally native citizens become voters, the growth of political digital advertising — especially CTV — may only be inevitable for future elections. Seventy percent of adults ages 55 to 64 reported watching digital video content on a connected device in 2022, and half of adults 65 and older said the same, \u003ca href=\"https://research.mountain.com/insights/audience-deep-dive-a-look-at-older-adult-ctv-usage/#:~:text=Nearly%20half%20of%20U.S.%20adults,at%20least%20once%20a%20month.\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eaccording to\u003c/a\u003e MNTN Research.\u003c/p\u003e\n\u003cp\u003e“With CTV, you can do a lot more to pinpoint who that potentially persuadable voter might be, and just get more strategic about trying to motivate those voters,” Verna says. \u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current 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Feel free to \u003ca href=\"https://www.thetradedesk.com/us/contact-us\"\u003econtact us\u003c/a\u003e.\u003c/p\u003e"}}}},"fulfilledTimeStamp":1739800756279},"getContentData({\"slug\":\"cmo-spotlight-dollar-generals-chad-fox-on-why-the-retailers-media-strategy-is-scrappy-and-effective\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"u640UgC9PY2YjAoCs1LkK","originalArgs":{"slug":"cmo-spotlight-dollar-generals-chad-fox-on-why-the-retailers-media-strategy-is-scrappy-and-effective","token":""},"startedTimeStamp":1739800429462,"data":{"metadata":{"datePosted":"2022-08-03T17:00:00-07:00","dateCreated":"2022-08-02T13:05:38-07:00","dateUpdated":"2023-03-01T04:46:10-08:00","title":"CMO Spotlight: Dollar General’s Chad Fox on why the retailer’s media strategy is scrappy and effective | The Current","description":"Dollar General CMO Chad Fox reflects on how his time in the U.S. Marine Corps has propelled him into his role today","image":{"alt":"Dollar General CMO Chad Fox's headshot with dollar bills surrounding him on a half yellow background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition81_CMOSpotlight_ChadFox_DollarGeneral_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"Dollar General CMO Chad Fox's headshot with dollar bills surrounding him on a half yellow background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition81_CMOSpotlight_ChadFox_DollarGeneral_1920x1080_NoLogo_v1_2022-08-03-201325_oznh.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Damian Fowler","themes":["Marketing Strategy","The Latest"],"url":"https://www.thecurrent.com/cmo-spotlight-dollar-generals-chad-fox-on-why-the-retailers-media-strategy-is-scrappy-and-effective","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":1414577,"slug":"cmo-spotlight-dollar-generals-chad-fox-on-why-the-retailers-media-strategy-is-scrappy-and-effective","postDate":"2022-08-03T17:00:00-07:00","heading":"CMO Spotlight: Dollar General’s Chad Fox on why the retailer’s media strategy is scrappy and effective","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#012359","textHex":"#ffffff"},"featuredImage":{"alt":"Dollar General CMO Chad Fox's headshot with dollar bills surrounding him on a half yellow background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition81_CMOSpotlight_ChadFox_DollarGeneral_1920x1080_NoLogo_v1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eChad Fox of Dollar General / Illustration by Holly Warfield / Getty / The Current\u003c/p\u003e","previewImage":{"alt":"Dollar General CMO Chad Fox's headshot with dollar bills surrounding him on a half yellow background.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_Edition81_CMOSpotlight_ChadFox_DollarGeneral_1920x1080_NoLogo_v1_2022-08-03-201325_oznh.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1508408,"slug":"damian-fowler","fullName":"Damian Fowler","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Damian Fowler, reporter, The Current","url":"https://www.thetradedesk.com/assets/global/DamianFowler_162px_v1.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/fowlerdf"}]}],"categories":[],"filterValues":[],"themes":[{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""},{"id":1049784,"title":"The Latest","slug":"the-latest","uri":"sections/the-latest","description":"Get the latest news, trends, and insights shaping the future of digital marketing and programmatic advertising.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eChad Fox credits his eight years in the United States Marine Corps — as a jet mechanic on the F/A 18 Hornet and a plane captain — with instilling the values that still serve him well today, more than two decades later: leadership, discipline, accountability, and teamwork. But his biggest and perhaps most enduring lesson, he says, is the ability to adapt when faced with obstacles. \u003c/p\u003e\n\u003cp\u003eSuch agility aligns to his professional career today as the chief marketing officer of Dollar General, the discount retailer that has proved to be one of the country’s most resilient retail chains since it was founded in 1939 as \u003ca href=\"https://dollargeneral75.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ea family-owned business\u003c/a\u003e. “In retail, you’re moving fast, things are changing constantly, and you’ve got to be flexible,” he tells \u003cem\u003eThe Current\u003c/em\u003e, adding with a smile, “What’s that old saying? ‘No good battle plan survives first contact with the enemy.’” \u003c/p\u003e\n\u003cp\u003eWhen Fox joined Dollar General (DG) in 2019, he wanted to update a marketing strategy that had favored print media as its main channel for reaching consumers. Fox saw an opportunity to shift some of the marketing budget into “more efficient and effective modern media channels, where we could get more bang for the buck, start to build out our first-party data, and take a more technology-driven approach to marketing,” he says. Dollar General proved different from Fox’s previous retail marketing roles, where he spent a lot of time and money on high-end television ads. “Our marketing budgets are not as big, so we have to ‘moneyball’ it in the way we go to market and make sure we’re getting a return for every dollar we spend.” \u003c/p\u003e\n\u003cp\u003eThat means a strong focus on mid-to lower-funnel performance marketing. Like other major retailers, Dollar General has a substantial trove of first-party shopper data with over 80 million unique customer profiles, enabling the company to reach over 90 percent of active Dollar General customers with paid media, says Fox. But what makes Dollar General different from other national retailers is its demographic: Approximately 75 percent of its stores are in markets of 20,000 people or fewer. “This is really small-town rural America, roughly 30 percent of America,” he says. “In the world of digital media, those people are really hard to reach and they’re hard to measure.” \u003c/p\u003e\n\u003cp\u003eDollar General’s strategy runs counter to other national retailers who’ve tended to optimize into more densely populated areas. Given its unique customer base — over 18,000 stores in 47 states — Dollar General has evolved its own media network, DGMN, to engage those hard-to-reach customers and allow brands to tap in to that extensive, unduplicated, and growing group of consumers. DG is one of several discount retailers that is \u003ca href=\"https://www.wsj.com/articles/dollar-stores-earnings-show-surprising-strength-in-face-of-inflation-11653567874\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eshowing strength\u003c/a\u003e and attracting more value shoppers in the face of inflation, so it’s a strategy that’s paying off. \u003cbr /\u003e\u003c/p\u003e\n\u003ch4 style=\"text-align: center\"\u003e\"It's not just media and promotions and digital tactics, but positioning yourself as a brand that gets the consumer, and serves ads to them that are relevant. And one that they want to come back to time and again.\"\u003c/h4\u003e\n\u003cp style=\"text-align: center\"\u003e\u003cstrong\u003e\u003cstrong\u003e\u003cstrong\u003eCHAD FOX\u003c/strong\u003e\u003c/strong\u003e\u003c/strong\u003e\u003cbr /\u003eChief Marketing Officer\u003cbr /\u003eDollar General\u003c/p\u003e\n\u003cp\u003eOne of the key challenges for Fox is to hone the Dollar General brand. Because there are stores across the country, consumers are very aware of the brand but sometimes misunderstand what’s on offer. For example, it’s not a store where everything costs a dollar. “We don’t have an awareness issue, but a [purchase] consideration issue,” he says, pointing out that some people are not quite sure what they’ll find inside a DG store. “In fact, we carry all the same national brands that a Walmart or a Target or a Kroger carries,” he says, name-checking the likes of Tom’s of Maine, Hello’s “naturally friendly” products, and Iams pet food line.\u003c/p\u003e\n\u003cp\u003eThe DGMN allows the company to address that purchase-consideration message. “Off-site is where the magic is going to be for DGMN,” he says. “That story has to be told outside of our store, outside of our site, outside of our app, to position Dollar General as the retailer of choice. And then that drives trips to our store.” Moreover, Fox says, his company’s strategy to build out better media channels allows its vendors and partners to develop campaigns based on data-driven insights. And that means their advertisers are realizing the incremental benefits of reaching that underserved small-town rural American shopper.\u003cbr /\u003e\u003c/p\u003e"}},{"componentType":"Subscribe","content":{"subscribeTheme":"midnight","marketoForm":{"formId":"2571"},"blurb":"Subscribe to The Current","dictionary":{},"tagline":null}},{"componentType":"RichText","content":{"copy":"\u003cp\u003eFox may have a bird’s-eye view of the retail media landscape, but he also has some insight into the needs of that core DG customer, having grown up in a small town in West Texas. “Dollar General was a purpose-based brand before purpose was cool,” he says. The founding family established a mission of serving others — both geographically and financially — and that’s a point of pride for Fox. A \u003ca href=\"https://hereforwhatmatters.com/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003erecent campaign\u003c/a\u003e seeks to highlight how Dollar General is “here for what matters” for communities, providing not just affordable goods, but access to other things like education and employment.\u003c/p\u003e\n\u003cp\u003e“It’s not just media and promotions and digital tactics but positioning yourself as a brand that gets the consumer, and one that serves ads to them that are relevant,” he says. “A brand that consumers want to come back to time and again.”\u003c/p\u003e"}}],"readTime":5}},"fulfilledTimeStamp":1739800429495},"getSubscribeData(undefined)":{"status":"fulfilled","endpointName":"getSubscribeData","requestId":"rpdn_RzYiUddqm99uc72I","startedTimeStamp":1739800750974,"data":{"metadata":{"datePosted":"2023-10-12T04:09:00-07:00","dateCreated":"2023-10-12T04:09:57-07:00","dateUpdated":"2024-12-18T13:22:59-08:00","title":"Become an insider | The Current","description":"The most critical innovations in advertising are happening on the open internet identity, the future of TV, consumer privacy, retail media, and beyond. 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Large agencies mergers have been all around the news lately so The Current's Chris Brooklier spoke with Jon at CES about his reaction to these mergers, plus how AI is being refined and innovating past the 30 second ad on streaming platforms.\u003c/p\u003e"}}],"readTime":1}},"fulfilledTimeStamp":1739800393339},"getContentData({\"slug\":\"not-foolproof-ad-tech-pros-brand-safety-failures-adalytics-report\",\"token\":\"\"})":{"status":"fulfilled","endpointName":"getContentData","requestId":"nGOjoZUIjG2mqzgLQ2VG8","originalArgs":{"slug":"not-foolproof-ad-tech-pros-brand-safety-failures-adalytics-report","token":""},"startedTimeStamp":1739800700808,"data":{"metadata":{"datePosted":"2025-02-11T13:05:00-08:00","dateCreated":"2025-02-11T11:41:33-08:00","dateUpdated":"2025-02-12T07:41:24-08:00","title":"Ad tech pros slam brand-safety failures in wake of bombshell report | The Current","description":"A new Adalytics report alleges that top ad tech vendors like Google and Amazon served ads from major brands on an explicit website.","image":{"alt":"A hand peels back a browser window to show glowing data visualizations behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_PublishersFirstPartyData_1920x1080_Logo-5.jpg","width":1920,"height":1080,"isLandscape":true},"imageTwitter":{"alt":"A hand peels back a browser window to show glowing data visualizations behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_PublishersFirstPartyData_1920x1080_Logo-5_2025-02-11-194217_kije.jpg","width":1920,"height":1080,"isLandscape":true},"author":"Travis Clark","themes":["Data Privacy","Marketing Strategy"],"url":"https://www.thecurrent.com/not-foolproof-ad-tech-pros-brand-safety-failures-adalytics-report","noIndex":false,"type":"article","language":"en","translations":[]},"data":{"id":3389104,"slug":"not-foolproof-ad-tech-pros-brand-safety-failures-adalytics-report","postDate":"2025-02-11T13:05:00-08:00","heading":"Ad tech pros slam brand-safety failures in wake of bombshell report","subheading":null,"label":null,"articleBackgroundColor":{"hex":"#ffffff","textHex":"#000000"},"featuredImage":{"alt":"A hand peels back a browser window to show glowing data visualizations behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_PublishersFirstPartyData_1920x1080_NoLogo-1.jpg","width":1920,"height":1080,"isLandscape":true},"featuredMobileImage":{},"featuredPreviewImage":{"alt":"A hand peels back a browser window to show glowing data visualizations behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_PublishersFirstPartyData_1200px.jpg","width":1200,"height":1200,"isLandscape":false},"video":{},"youtubeUrl":null,"captionLinkable":"\u003cp\u003eIllustration by Dave Cole / Getty / Shutterstock / The Current\u003cbr /\u003e\u003c/p\u003e","previewImage":{"alt":"A hand peels back a browser window to show glowing data visualizations behind it.","url":"https://www.thetradedesk.com/assets/global/TheCurrent_PublishersFirstPartyData_1920x1080_NoLogo-1_2025-02-11-194230_afej.jpg","width":1920,"height":1080,"isLandscape":true},"authors":[{"id":1824889,"slug":"travis-clark","fullName":"Travis Clark","positionTitle":null,"authorType":"staff","featuredImage":{"alt":"Travis Clark, The Current Reporter","url":"https://www.thetradedesk.com/assets/global/TravisClark_162px_Greyscale_v2.jpg","width":162,"height":162,"isLandscape":false},"contactCollection":[{"icon":{"alt":null,"url":"https://www.thetradedesk.com/assets/global/4-x-footer.svg","width":40,"height":40,"isLandscape":false},"alternateIcon":{},"title":"Twitter","linkDestination":"https://twitter.com/TravClark2"}]}],"categories":[],"filterValues":[],"themes":[{"id":692063,"title":"Data Privacy","slug":"data-privacy","uri":"sections/data-privacy","description":"Exploring the latest in consumer data, including innovations in first-party data and Unified ID 2.0.","themeHighlightColor":""},{"id":692069,"title":"Marketing Strategy","slug":"marketing-strategy","uri":"sections/marketing-strategy","description":"Learn about the latest trends in digital advertising, and the brands and agencies that are pioneering them.","themeHighlightColor":""}],"translation":"","originalArticle":null,"redirectToLocale":"","author":{},"components":[{"componentType":"RichText","content":{"copy":"\u003cp\u003eA bombshell report \u003ca href=\"https://adalytics.io/blog/adtech-vendors-csam-full-report\" target=\"_blank\" rel=\"noreferrer noopener\"\u003epublished by Adalytics\u003c/a\u003e on Friday has sparked a brand safety scandal in the ad tech community, spurring demands from industry professionals for greater transparency from key ad tech vendors.\u003c/p\u003e\n\u003cp\u003eThe report found that players like Google and Amazon allegedly served ads on a website hosting child sexual abuse material. The news prompted lawmakers to send letters to major tech companies to express “profound” concern about the findings.\u003c/p\u003e\n\u003cp\u003eGoogle and Amazon did not return requests for comment.\u003c/p\u003e\n\u003cp\u003eAdalytics found that programmatic ads from many major advertisers ran on a free, ad-supported image-sharing site (imgbb.com) that does not require user registration, and which hosted explicit images of young children between 2021 and 2025. As of January 2025, Google AdX, Google Ad Manager and DV360 did not appear to be actively transacting ads on the site, the report confirmed.\u003c/p\u003e\n\u003cp\u003eThe Current spoke with 12 digital marketing experts about the report’s implications for the ad tech marketplace. Some offered comments on the record, while others requested anonymity.\u003c/p\u003e\n\u003cp\u003eThe report reveals why transparency is critical to a healthy supply chain, and calls into question the effectiveness of brand-safety verification platforms like DoubleVerify and Integral Ad Science (IAS), some sources say.\u003c/p\u003e\n\u003cp\u003e“It is long-past due for the industry to take a long, hard look at its failed efforts to self-regulate,” says Arielle Garcia, COO of Check My Ads.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eTransparency in programmatic\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eAdalytics found at least 80 advertisers whose ads had run on the site, likely without their knowledge, even though the site had hosted some explicit imagery of children since at least 2021. How did ads served by some of the biggest ad tech vendors slip past online safety advertising safeguards?\u003c/p\u003e\n\u003cp\u003e“Many ad tech vendors have inventory policies that prohibit ads from appearing adjacent to illegal or sexually explicit content,” says an Adalytics spokesperson. “However, many of the same vendors provide limited detail as to what their enforcement practices are relative to those policies. It is unclear as to what proactive enforcement they undertake, or what threat intelligence they share with other ad tech vendors.”\u003c/p\u003e\n\u003cp\u003eMany of the people we spoke with suggested that the problem comes down to misaligned financial incentives.\u003c/p\u003e\n\u003cp\u003e“Big Tech just wants to sell more ads at more places,” says Jeromy Sonne, founder of Daypart.ai.\u003c/p\u003e\n\u003cp\u003eIf there’s inertia within the ad tech community, how should advertisers drive change? The answer, according to several sources, is more transparency. And it’s time for advertisers to demand more data from their partners.\u003c/p\u003e"}},{"componentType":"Quote","content":{"copy":"\u003cp\u003e“It’s not a problem with programmatic; it’s a problem with Big Tech’s incursion into the programmatic landscape.”\u003c/p\u003e","caption":"Adam Heimlich, CEO, Chalice Custom Algorithms"}},{"componentType":"RichText","content":{"copy":"\u003cp\u003e“The incentives are not aligned for change to occur,” says Jay Friedman, CEO of Goodway Group. “Brands are the source of the money. The brands who incentivize the right behavior from ad tech vendors can influence this change appropriately; otherwise the incentives are not aligned for change to occur.”\u003c/p\u003e\n\u003cp\u003eAdalytics noted that the ad tech vendors under scrutiny “do not provide the advertisers with page-URL-level reporting that would allow the brands to investigate exactly on what page URLs their ads [were] served.” In other words, advertisers often don’t know which specific webpages their ads are being served on, only the domain names.\u003c/p\u003e\n\u003cp\u003e“I’ve been in programmatic for 10 years and have seen how things change and grow,” says a veteran media buyer. “One thing that hasn’t is the availability of data to the average buyer.”\u003c/p\u003e\n\u003cp\u003eIn response to the report, Adalytics tells The Current that “several Fortune 500 advertisers” have requested or intend to request that their ad tech vendors provide full URLs of where their ads are being served.\u003c/p\u003e\n\u003cp\u003e“I don’t think it’s acceptable for any advertiser to not know where their ads are running, period,” says Robert Leathern, founder of Trust2 Consulting and a former product exec at Google.\u003c/p\u003e\n\u003cp\u003eSeveral commentators emphasize that the findings are not an indictment of the programmatic industry as a whole.\u003c/p\u003e\n\u003cp\u003e“It’s not a problem with programmatic; it’s a problem with Big Tech’s incursion into the programmatic landscape,” says Adam Heimlich, CEO of Chalice Custom Algorithms.\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eBrand-safety concerns\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eThe report also reveals gaps in brand-safety systems, according to sources who spoke with The Current. Adalytics, for instance, said it observed DoubleVerify and IAS “measuring or monitoring ads on various explicit pages” for major brands.\u003c/p\u003e\n\u003cp\u003eDoubleVerify and IAS did not return requests for comment.\u003c/p\u003e\n\u003cp\u003e“Brand-safety verification services aren’t protecting anything,” says an executive at a major brand. “They only allow the veneer of plausible deniability.”\u003c/p\u003e\n\u003cp\u003eThat person says that IAS had labeled the site in question as \"safe\" for their brand.\u003c/p\u003e\n\u003cp\u003e“I understand there’s a lot of complexity and this site was taking measures to hide itself from Google Search, but these brand-safety partners advertise a foolproof product — and this isn’t foolproof,” says a programmatic executive at a media agency.\u003c/p\u003e\n\u003cp\u003eDoubleVerify \u003ca href=\"https://doubleverify.com/statement-on-adalytics-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003esaid in a statement\u003c/a\u003e regarding the report that it “has taken immediate additional measures to block this site and affiliated sites for our customers” and is reviewing other ad-supported image-hosting sites that might be in its platform.\u003c/p\u003e\n\u003cp\u003eIAS \u003ca href=\"https://integralads.com/insider/ias-response-adalytics-report/\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ealso said\u003c/a\u003e it labeled the domains in the Adalytics report as “ineligible for monetization” and began a review of the sites in question.\u003c/p\u003e\n\u003cp\u003eDoubleVerify said that its customers accounted for “0.000047% of the total media transactions” on the site in the last 30 days. IAS added that, of the nearly 1.9 billion web pages it observed were eligible for ads in the last 60 days, 88,000 of them were from the domains named in the Adalytics report.\u003c/p\u003e\n\u003cp\u003e“I don’t care about that,” says the veteran media buyer, regarding the statements. “Are they doing what they say they can do, what we pay them to do? The answer seems to be ‘no.’”\u003c/p\u003e\n\u003cp\u003eMinimizing the findings just ignores the larger issues, one programmatic leader insists.\u003c/p\u003e\n\u003cp\u003e“Even just one impression is too much,” they say. “Part of fixing the problem is admitting there’s a problem.”\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003ePros call for change\u003c/strong\u003e\u003c/h2\u003e\n\u003cp\u003eIf some ad tech players were able to avoid the website in question, then there are obvious ways for the industry as a whole to be more mindful of where ads are being placed, sources say — they just aren’t being enforced.\u003c/p\u003e\n\u003cp\u003e“Marketers should demand their URL-level data, audit their campaigns, and demand refunds from their agencies, verification partners, and ad tech vendors where their ad placements or services rendered did not meet the standards their suppliers committed to,” Check My Ads’ Garcia says.\u003c/p\u003e\n\u003cp\u003eBut the big question people have is whether the industry can enforce its own standards, or if it will take government regulation. The letters sent by U.S. Senators Marsha Blackburn and Richard Blumenthal to the ad tech vendors mentioned in the report show that Congress is already monitoring.\u003c/p\u003e\n\u003cp\u003e“There should be an industry standard that is actually met,” says an ad tech leader. “There needs to be basic standards and enforcement. The responsibility falls on everyone in the transaction.”\u003c/p\u003e\n\u003cp\u003eSome sources point to a lack of trade-group leadership for why the industry can’t rally behind a common cause for standardization. One person says there is a lack of “functioning trade groups.” Another was alarmed that none of them had released a statement on the Adalytics report by the time we spoke, three days after it had been released.\u003c/p\u003e\n\u003cp\u003eUltimately, Garcia says, change will come down to three things: “Demand transparency. Create consequences. 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