Necessity to vet digital news properties before advertising in the U.S. 2021

During a 2021 survey, 57 percent of responding consumers from the United States stated that they believed that brands should vet digital news sources before advertising on their properties, whereas 12 percent were of the opposite opinion. During a different survey, 90 percent of U.S. respondents said that they believed that it was important for advertisers to make sure their ads were not placed on websites or apps that contain dangerous, offensive, or inappropriate content. Considering the fact that approximately 85 percent of display advertising in the U.S is programmatically traded and thus automatized, advertisers do not always know where their ads are displayed. Industry sources estimate that e.g. pirate digital media (websites and apps) generate 1.3 billion U.S. dollars in ad revenues annually.