JPMorgan Chase & Co. targets data transparency and brand safety

Stephen Whiteside

This event report outlines how JPMorgan Chase & Co., the financial-services company, is seeking to protect its brand in an increasingly complex digital ecosystem.

The headline on "Hillary 4 Prisoner", a fake-news website, read: "Famous Actor Elijah Wood Reveals The Horrifying Truth About The Satanic Liberal Perverts Who Run Hollywood."

Sitting adjacent to this inflammatory piece of online content was a marketing message for Chase Bank's private client services.

And JPMorgan Chase & Co was, in turn, aghast to learn about this digital-advertising placement after receiving a query from The New York Times.

The financial-services company's response was rapid – and ambitious: "We made a decision that we were not going to support fake news in any way," Kristin Lemkau, its CMO, explained...

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