{"id":153372,"date":"2021-01-12T22:34:34","date_gmt":"2021-01-12T19:34:34","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/political-unrest-to-dampen-ad-spending-for-news-sites-experts\/"},"modified":"2021-01-12T22:34:34","modified_gmt":"2021-01-12T19:34:34","slug":"political-unrest-to-dampen-ad-spending-for-news-sites-experts","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/political-unrest-to-dampen-ad-spending-for-news-sites-experts\/","title":{"rendered":"#Political unrest to dampen ad spending for news sites: experts"},"content":{"rendered":"

“#Political unrest to dampen ad spending for news<\/a> sites: experts<\/strong>”
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This was supposed to be the year when digital ad spending loosened up again after double-digit losses last year. <\/p>\n

Instead, newsrooms kicked off the New Year covering exactly the kind of news advertisers love to avoid when on Jan. 6 a mob of President Trump supporters invaded the US Capitol building in an effort to hinder legislators\u2019 efforts to confirm Joe Biden as the next president of the United States. <\/p>\n

Some media<\/a> buyers hit an immediate pause following the Capitol siege. <\/p>\n

\u201cOur perspective is that it\u2019s a very volatile situation,\u201d Davis Jones, managing director of the media group at Santa Monica-based ad agency The Many, told Digiday shortly after last week\u2019s deadly invasion. \u201cWe talk so much about people\u2019s mindsets when they are receiving [advertising] messages. This has taken over the conversation, so we\u2019re recommending clients pause for at least 24 hours to see how this unfolds. It feels like there\u2019s very little risk in doing that.\u201d<\/p>\n

And with the potential for more upheaval ahead of the Jan. 20 inauguration \u2014 and impeachment proceedings kicking off \u2014 it\u2019s starting to look like it may be a while before digital advertisers reopen the floodgates, experts said. <\/p>\n

News agencies have seen this before. Big brands and ad agencies were called out multiple times last year for avoiding running ads next to stories that included words like \u201ccoronavirus\u201d or \u201cGeorge Floyd.\u201d Advertisers do this using a controversial practice known as \u201ckeyword blocking,\u201d which they say allows them to avoid upsetting consumers. <\/p>\n

It\u2019s unclear what words may have been blacklisted this time around, but experts say there\u2019s no doubt it\u2019s impacted advertising with new agencies. <\/p>\n

Critics like Steve Brill, CEO of NewsGuard, argue that such practices only serve to punish news organizations for engaging in journalism. \u201cI\u2019m sure words like \u2018protest\u2019 or \u2018insurrection\u2019 or even \u2018Capitol\u2019 were added, which means that every news site on the planet lost advertising because even the most responsible news sites carried news with those words in it,\u201d said Brill, whose company works to decipher which companies are reliable media outlets and which are not. \u201cBlocklists, as these are called, are stupid and they penalize responsible journalism.\u201d <\/p>\n

Plus, few advertisers can boast clean hands given the new reality of programmatic advertising, which pushes ads to where the readers are, often regardless of content, Brill added. <\/p>\n

\u201cAdvertisers have been supporting conspiracy-spreading websites for years, unknowingly because of how computer-driven programmatic\u00a0advertising works,\u201d he said. \u201cMany members of the mob that took over the Capitol saw election and other hoaxes in their newsfeeds on sites funded by this advertising.\u201d\u00a0\n <\/p><\/div>\n

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Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

“#Political unrest to dampen ad spending for news sites: experts” This was supposed to be the year when digital ad spending loosened up again after double-digit losses last year. Instead, newsrooms kicked off the New Year covering exactly the kind of news advertisers love to avoid when on Jan. 6 a mob of President Trump…<\/p>\n","protected":false},"author":1,"featured_media":153373,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/nypost.com\/wp-content\/uploads\/sites\/2\/2021\/01\/media-buyers-capitol.jpg?quality=90&strip=all&w=1200","fifu_image_alt":"","footnotes":""},"categories":[70897],"tags":[89154,89298,73864,4935],"class_list":["post-153372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-1-12-21","tag-adverising","tag-digital-advertisements","tag-media-ink"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/153372","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=153372"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/153372\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/153373"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=153372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=153372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=153372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}