"...I found several brand advertisements on pages containing unsavory content. I saw Consumer Reports, one of the most trusted brands in the world, running a banner on a page containing nude cartoons.
Consumer Reports wasn't alone. - Mercedes-Benz, Barnes & Noble, Nissan and Ameriprise Financial were among the other respected brands spotted there."
(All, according to Tom Hespos - A 'suit' from Underscore Marketing.)
Am I missing something?
....I'm under the impression that with the "retargeting" of a user, you can stay with them as they surf around the Web. - - that you can [also] target them with a different ad that helps you stay 'top of mind' with them & influence the decision during the purchase consideration phase.
I'm wondering if Tom Hespos hadn't been considering the possibility of purchasing a new Mercedes-Benz, etc and that he may have visited a 'premium' or 'high profile' car website just prior to his research 'jaunt' through some of those 'ghettoized areas' of the web?
And more's the 'case' for anonymising user data (where it is said that Criteo's Retargeting does not use or collect any personally identifiable data"), with Tom possibly being a total victim of the CPX Interactive Blog! scenario, as described below:
In addition to being placed within the code of a website or landing page, a pixel can be placed within the html code of an actual ad. This allows a client to identify and retarget any user that has seen, or clicked, on a specific ad.
One powerful way to use this tool is to identify users on a “premium” or “high profile” website (where CPMs may be high) and to then reach the same user again at a significantly lower cost on sites across the web.
After all, the user that sees your ad on “Cars.com” will soon be visiting his favorite social network or game site…why not tag him and re-target him there as well?
Surely Tom Hespos (in his position), would be aware of all this?
ps; In that above case of Tom Hespos who may have visited a site selling Mercedes-Benz cars (or, any other 'high profile' brand) and happened to be 're-targeted' by Mercedes-Benz and Nissan. (Who themselves, may have both won a bid - for users who have recently visited a 'high profile' brand car site).
I mean - - is it really such a concern as to WHAT site he is then 're-presented' with a 'reminder' banner, as he 'surfs around the Web'?
Including those considered (by Tom), to be a part of the 'ghettoized areas' of the web?
Isn't it (after-all) purely a matter (only) for an 'anonymised' Tom, the publisher's page (that the add is then presented on) & the re-targeting technology Co itself? How can that possibly damage a brand's image?
From a Looksmart 'point of view', "Retargeting" (when it's handled correctly, I'm sure), will help explode a number of 'myths' surrounding Brand Safety, surely?
August 10, 2010 - ADSAFE QUARTERLY REVIEW IDENTIFIES AD EXCHANGES AS HIGHEST RISK BUYING PLATFORMS FOR ADVERTISERS
And WTF is THIS? - www.adexchanger.com/online-advertising/t...
As the comment (Tim Ogilvie @ adexchanger.com) says, this cartoon may just sum it up?
Disclosure: Long LOOK and happy to be so, too...