Consumers crave credible online information, particularly in times when misinformation is rife — during election years and global crises, for example.
For digital publishers, now is the time to crack down on deceptive and damaging advertising to protect the integrity of their own sites, and of their advertising brands.
It’s an important moment for publishers; many are using quality journalism to fuel their subscription and paywall models. But deceptive advertising — such as fake celebrity endorsements, ads that contain misleading information and malware — is putting publishers at risk. Readers look for reputable sources and brands want to advertise against reliable content. In the same breath, both readers and brands will be on alert for the spread of misinformation and fake news, especially during a year in which President Donald Trump kicked off his re-election ad campaign and the world is looking for ways to recover from a global health crisis. The time to act is now.
In this report, we explore the real risks associated with deceptive advertising, the severity of the issue, the outcomes for publishers, and how the industry is looking to technology and private marketplaces to tackle the problem. Here’s what we found.