During an October 2022 survey carried out among adult consumers from the United States, nearly 90 percent of respondents stated that they believed that it was (very or somewhat) important for advertisers to make sure their ads were not placed on websites or apps that contain dangerous, offensive, or inappropriate content. The strategy to avoid publishing ads next to content that associates negatively and endangers the reputation of the advertising brand is often based on keyword blocking or blacklisting. This phenomenon causes digital ad revenue losses among online publishers who are bound to report on negative news, such as the COVID-19 pandemic, but will not be able to attract brands to advertise next to such content.
Share of consumers who thought that it was important for advertisers to make sure their ads were not placed next to negative content in the United States as of October 2022
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Trustworthy Accountability Group. (October 27, 2022). Share of consumers who thought that it was important for advertisers to make sure their ads were not placed next to negative content in the United States as of October 2022 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1277904/ad-adjacency-usa/
Trustworthy Accountability Group. "Share of consumers who thought that it was important for advertisers to make sure their ads were not placed next to negative content in the United States as of October 2022." Chart. October 27, 2022. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1277904/ad-adjacency-usa/
Trustworthy Accountability Group. (2022). Share of consumers who thought that it was important for advertisers to make sure their ads were not placed next to negative content in the United States as of October 2022. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1277904/ad-adjacency-usa/
Trustworthy Accountability Group. "Share of Consumers Who Thought That It Was Important for Advertisers to Make Sure Their Ads Were Not Placed next to Negative Content in The United States as of October 2022." Statista, Statista Inc., 27 Oct 2022, https://www.statista.com/statistics/1277904/ad-adjacency-usa/
Trustworthy Accountability Group, Share of consumers who thought that it was important for advertisers to make sure their ads were not placed next to negative content in the United States as of October 2022 Statista, https://www.statista.com/statistics/1277904/ad-adjacency-usa/ (last visited December 22, 2024)
Share of consumers who thought that it was important for advertisers to make sure their ads were not placed next to negative content in the United States as of October 2022 [Graph], Trustworthy Accountability Group, October 27, 2022. [Online]. Available: https://www.statista.com/statistics/1277904/ad-adjacency-usa/
