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Sex, Drugs and Hate Speech: Is My Brand Safe Near that Content?
Manage episode 384783571 series 3530127
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How worried are brands about their ads getting placed near negative content as a result of programmatic advertising? How serious can the impact on consumers’ brand perceptions be? More than you would expect, according to Ross Johnson and Farnoosh Khodakarami, whose work published in JAR on brand safety stemmed from a simple question from an advertising executive: Is there academic research in this area? (Their findings contradict some industry research.) Catch JAR’s Episode 2 of its podcast series as we go backstage with Ross and Farnoosh, get their take on what worked and didn’t work in their study, and next steps for future researchers.
Read the article: https://www.journalofadvertisingresearch.com/content/63/3/205
Is Your Brand Protected? Assessing Brand Safety Risks in Digital Campaigns
By Ross W. Johnson (University of North Texas), Clay Voorhees (University of Alabama), Farnoosh Khodakarami (San Diego State University)
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