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 at the 2017 Cannes Lions International Festival of Creativity.

But Lemkau's marketing group soon discovered that perseverance and tenacity were every bit as important as speed in ensuring that an automated advertising model was not putting its brands in unintended peril. Indeed, it would require undertaking a major overhaul of the digital strategy employed by the company's in-house programmatic team.