Cisco recently found its brand being promoted in places it hadn't anticipated (or desired).
Automated media buying had, in fact, placed Cisco messages on Breitbart.com, the right-wing news platform, and the online hub for Bill O'Reilly's now-canceled show on Fox News while the presenter was mired in allegations relating to sexual harassment.
"Because of programmatic media buying, I had ads that showed up on Breitbart and on O'Reilly," Karen Walker, Cisco's SVP/CMO, told delegates at the 2017 Collision Conference in New Orleans. "And my CEO had something to say about that."
Cisco was ultimately one of many brands which found themselves in an awkward situation due to such programmatically-induced missteps. And these issues, Walker asserted, will almost inevitably arise in a digital ecosystem replete with prospective problems of media placement. In this context, the test for marketers is how quickly, and how well, they respond once problems appear.