Issues for publishers with wrong ads showing on their websites (part 2)
                     Issues for publishers with wrong ads showing on 
their websites (part 2)
Watson F
Writes on ad server, involved with Adspeed
 ad server solutions & Adspeed
 ad serving software.
The presence of wrong ads on publisher websites poses issues that can have 
far-reaching consequences including negative user experience and damages 
to reputation. However, there are more problems publishers need to 
consider when they allow ads to run without monitoring.
Run the risk of legal and compliance issues
In some cases, wrong ads may contain controversial, misleading content, or 
worse, illegal, deceptive content that violates advertising regulations or 
infringes on intellectual property rights. For example, a vaping ad showing 
up on a kid-friendly site can land you in hot water. Ads for prohibited 
products or services, such as age-restricted or country-restricted items, is a 
clear and serious violation. Publishers could face penalties or legal 
repercussions for displaying such ads, further damaging their reputation and 
potentially incurring financial damages.
To avoid this situation, make sure you know the ad requirements and apply 
suitable geo-targeting or audience-targeting restrictions in the ad serving 
platform so only suitable viewers can see these ads.
 
Create problems with advertisers
Advertisers are paying for ad placements to their target audience who align 
with their brand image. When wrong ads are displayed, advertisers' 
objectives are not met, and they may reduce or even stop their advertising 
campaigns on that publisher's website. This directly impacts the publisher's 
advertising revenue stream. Reputable advertisers will be hesitant to 
associate their brands with websites that do not put effort in maintaining a 
quality website. However, sloppy publishers and low-quality websites create 
an opportunity for high-quality publishers to attract advertisers who are 
willing to pay premium rates for desirable ad placements.
 Measure ad effectiveness with bad data
When wrong ads are displayed, it becomes difficult to accurately measure 
the effectiveness of legitimate advertising campaigns because data is 
contaminated by the wrong and irrelevant ads. Because irrelevant and 
expired ads have very low CTRs, they artificially push down the overall CTR 
of the whole site. This can hinder publishers' ability to optimize their ad 
placements and provide meaningful data to advertisers.
 
Increase workload for publishers
Identifying, reviewing, and removing wrong ads can add a significant 
workload to publishers' already busy schedules. This can divert resources 
away from other important tasks, such as content creation, website 
maintenance, and user engagement efforts. Therefore, it’s a good idea to 
find and choose a good ad server so you can automate routine ad 
operations such as scheduling ads and having them turn on and off at 
designated times.
To avoid making mistakes, make use of all available ad management tools 
available from the ad server. One way is to ensure ads are grouped correctly 
and efficiently. It is often better to apply restrictions and targeting criteria to 
a group of ads instead of individual ads. All ads within this group share the 
same settings. You do not need to manually apply the same settings to 
multiple ads, which is time consuming and can be inconsistent because of 
human mistakes. Whenever you need to make changes, you can change the 
group’s settings, which then be automatically applied to the ads by the ad 
server.
 
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad management 
solution that serves your ads, tracks impressions & clicks and reports ad 
statistics in real-time. Driven by the latest ad serving technologies, the goal 
of Adspeed adserver is to provide a reliable platform that can help in 
executing online advertising strategy more efficiently. 
 
 
 
 
Thank you for your time in reading this article.