Brand safety issues can occur even on very mainstream and reputable sites.

1. Augustine Fou- 1 -
Dr. Augustine Fou
acfou [at] mktsci.com
http://linkd.in/augustinefou
July 2014
Brand Safety Issues
with Display Ads

2. Augustine Fou- 2 -
Author’s Commentary
“Even with website blacklisting and
whitelisting, when you do programmatic ad
targeting, these brand safety issues may
occur. Notice the mainstream sites that
would not be blacklisted, but still the brand
safety problems for advertisers.”

3. Augustine Fou- 3 -
Facebook.com
Images promoting violence against women
American Express ad

4. Augustine Fou- 4 -
FunnyorDie.com Kraft Velveeta
display ad
“gang rape
videos” keyword
auto-generated
page

5. Augustine Fou- 5 -
TheLeek.com KitchenAid
display ads

6. Augustine Fou- 6 -
Facebook.com
Amazon ad
Images promoting violence against women
Sky ad
Iams ad

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Slideshare.net
Carnival Cruise Line ad next to
AdultFriendFinder slideshare
Site:slideshare.net

8. Augustine Fou- 8 -
Brand Safety Issue
Geico ad next to
AdultFriendFinder slideshare

9. Augustine Fou- 9 -
Break.com
Site: break.com

10. Augustine Fou- 10 -
Brand Safety Issue

11. Augustine Fou- 11 -
Baby Metal NSFW
Sprint Framily
Ad
next to ..
Baby Metal
punk rock video

12. Augustine Fou- 12 -
Dr. Augustine Fou – Technical Forensics
“I advise clients on optimizing
advertising across all channels. One
main area of focus is reducing ad waste
due to fraud – fake impressions, clicks,
leads, and sales – which produces
immediate ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

13. Augustine Fou- 13 -
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Augustine Fou- 13 -
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