Even as industry insiders warned that the company could miss out on reach and efficiency, Chase saw no change in the key performance metrics after it trimmed its site list. But is whitelisting enough?
The New York Times recently reported that J.P. Morgan Chase recently went from advertising on more than 400,000 sites to just around 5,000, and saw the same results in terms of performance metrics.
The brand made the decision to audit the sites where their display ads appear after a reporter brought attention to a Chase ad appearing on a questionable domain. After narrowing their list to the 12,000 sites that actually led to action beyond an impression, the team manually reviewed each site to determine if the site was appropriate for the brand to be advertising on. This ended up in an additional 7,000 sites being cut.
Attention to brand safety has never been higher, especially as multiple brands have pulled their spend from Google and YouTube in recent weeks.
Many are (rightfully) pointing to programmatic as the problem, where the promise of scale has overshadowed the quality of the context of an advertising placement. But today, brands are taking a closer look at where their ads are appearing.
While programmatic hasn’t been perfect, the right brand safety measures and specific site lists can lead to an increase in quality for brands. Companies like Chase are turning to a “Whitelist”-type strategy, which is a step in the right direction, but still has potential pitfalls.
Because the browser is the source of record in the advertising industry, malicious operations can still manipulate the browser to appear like any site on the internet. Even the most meticulously curated whitelists, marketplaces, and Deal IDs can fall victim to this kind of fraud. To be completely protected, brands must incorporate both brand safety and ad security in the programmatic buys. Just like a bank verifies a customer’s identity before allowing her to withdraw money, publisher and mobile app identity should be verified before an ad even appears. Security must be a more integrated part of the future programmatic process.
By securing their digital ad transactions, brands will have more control over exactly where their ads are appearing and where their money is being spent.
How Passport by Rebel AI Secures Ad Delivery
Ad is Tagged
Passport works by tagging an ad with its intended destinations (e.g. cnn.com) .
Works Through Any Programmatic Path
The ad can be delivered with a virtual direct connection, even as it travels through the complex advertising ecosystem.
Destination is Decrypted and Verified
When the ad displays on the correct domain, a verifying signal is sent back to Passport to decrypt the ad.