The standard internet model of putting ads next to everything is under pressure, as advertisers are realizing that “everything,” on the internet, means mostly racist videos….if there’s a backlash against the just-put-it-anywhere ethos of advertising on the internet, that will benefit traditional arbiters of truth and newsworthiness. It’s a nice revenge of traditional journalism against Google.
It’s reassuring to see that advertisers are increasingly selective about where they place their ads, a wink towards programmatic over grazers. The same goes for content. I think we’ll see advertisers choose with sharper eyes who they want to cooperate with. Before that happens they’ll need to figure out who is harmful to their brand, fakes followers or abuses readers trust. A strong brand will eventually end up in the cheap seats if the content is more focused on pr noise than true voice.