Amid disinformation campaigns over the coronavirus pandemic and the upcoming presidential election, most US buy-side decision-makers are concerned about their ads potentially running up against controversial content on social media.
More than two-thirds (68%) said they are fairly or extremely concerned, while nearly a quarter (22%) said they are slightly concerned, according to September data from IAB.
“Premium content publishers in the media have put a lot of pressure on brands over the past few years by highlighting the divisive nature of a lot of user-generated content, which is now driving advertisers to reconsider their spending on social media and perhaps redirect some of that spending into premium channels including programmatic connected TV ads,” said eMarketer principal analyst at Insider Intelligence Nicole Perrin.
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