In an ironic twist, Josh Jackson, co-founder of Check My Ads and Paste Magazine, discovered the double-edged sword of brand safety technology. Originally designed to shield advertisers from associating with extreme content, it’s now leaving vital journalism unfunded.
Brand safety technology employs “negative keywords” – words advertisers want to avoid associating with their brands. However, this approach, akin to a nuclear bomb to kill a fly, has resulted in unexpected consequences. For instance, an advertiser vetoed the use of the term “song,” causing revenue loss for Paste Magazine.
The situation escalated when Check My Ads resurrected Jezebel, a feminist media outlet, in November. Advertisers’ stringent keyword blocklists left the platform struggling to generate revenue. Even essential journalism is now at risk, prompting Jezebel to introduce a subscription option to bridge the funding gap.
Jackson, once immersed in brand safety concerns, expressed bewilderment at the impact on quality journalism. The very technology designed to protect brands is inadvertently hindering news outlets like Jezebel.
Brand safety tech’s blunt approach, rather than targeted measures, is creating financial challenges for media outlets. The irony is unmistakable – a tool designed to ensure ads avoid controversial content is now undermining the financial viability of essential journalism.
Sources:
checkmyads.org/branded/jezebel-paste-advertising-blocklist/
So Jezebel types were hoist of their own petard. t.co/mBFzPLL7JI
— Kyle Smith (@rkylesmith) February 25, 2024
"Good luck hawking empty 30-second spots to discount muffler stores, Laura!" was Jezebel's reaction to advertisers leaving Laura Ingraham.
— Kyle Smith (@rkylesmith) February 25, 2024
Not sure where all the ad spending is going. Big declines in all the major newspapers and news sites. TV ads must be suffering as well. Are advertisers simply spending a lot less? Normally they only do that in recessions. Maybe a reader can enlighten me.
— Kyle Smith (@rkylesmith) February 25, 2024
Check My Ads complains, "brand safety tech companies have been hawking the equivalent of a nuclear bomb to kill a fly — and news outlets like Jezebel are losing essential revenue in the process."
— Kyle Smith (@rkylesmith) February 25, 2024