Social video app TikTok removed about two dozen accounts that showed Islamic State propaganda including corpses paraded through streets, gun-toting militants and women who described themselves as “jihadist and proud,” The Wall Street Journal reported. Some of the videos were decorated with filters of stars and stripes, apparently to make them more visually inviting to teens who make up TikTok’s user base.
From January to May 2019, spending on the same premium news publishers more than doubled over the same time period last year.
As the presidential primary season ramps up across the country, it’s critical that publishers and buyers remember the lessons of 2016. Taking stock of the impact that polarizing content can have, advertisers should be more discerning with their ad dollars and leverage programmatic practices like private marketplace (PMP) placements.
These marketplaces provide a safe haven from undesirable activity. Indeed, in the wake of the elections, there was tremendous growth in overall PMP buys, with a 78% increase year-over-year.
It seems that advertisers haven’t forgotten the benefits of PMPs—spending grew 19% year-over-year in Q1 2019.
According to Zuckerberg, further measures have been taken to ensure that inappropriate, violent, and sexual content would remain off the platform, even as the number of users increases.
In his speech, Zuckerberg stated: “Our AI systems identify 99 percent of terrorism-related content and takes it down before anyone sees it. To do this is a massive investment, but Facebook’s security budget today is greater than the whole revenue of our company was when we had our IPO in 2012.
I’d recommend sitting down and discussing your brand values and how those translate into the types of content and contexts that enhance or endanger your brand’s reputation and advertising objectives.
Those considerations should take the form of extensive lists of keywords and content types you would like your media plans to include (“inclusion lists” or “whitelists”) and exclude (“exclusion lists” or “blacklists”). Both components require consideration of various factors, including specific markets, multiple languages and legal/regulatory requirements, which may place targeting restrictions on a brand (for example, COPPA compliance in the United States, which limits data collection/retargeting against minors).
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