78% of marketers believe the reputation of their brands has been harmed by the "unintended" placement of digital ads next to inappropriate content, a new study from the CMO Council has found.
Drawing on a survey of 316 marketers, as well as qualitative feedback provided by numerous senior brand custodians, the San Jose, California-based executive network, along with Dow Jones, the news provider, revealed that the "inadvertent association" or "negative adjacency" of ads to offensive, extreme or otherwise undesirable material – be it images, topics, audiences or conversations – remains a widespread concern among industry leaders.
The main...