Imagine the surprise at Disney, Verizon and Monster.com when they found out — courtesy of a WSJ reporter — that their sedate spot ads were playing next to risque content on sites including MySpace.com and About.com. (A Journal ad also wound up in a questiionable neighborhood on MySpace; Dow Jones will ask for removal.) The ads summarily were yanked and the Journal had more ammo for the contention that companies with strict guidelines for print, TV and radio have much less control over their online ads. The culprit: ad networks that help advertisers place spot ads across a mix of sites with various attributes. It can get hinkier when networks shop some of the ads out to other networks.
Greater demand for online ads = more ad networks = more problems or so this seems to read.
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