Post by account_disabled on Mar 13, 2024 22:21:02 GMT -5
Online advertising: the JPMorgan Chase case Until a few months ago, JPMorgan Chase ads appeared on around 400,000 sites a month. This seemingly exorbitant figure has now become normal for large companies that use automated tools to reach consumers online. Because more than ever brands are finding their ads next to toxic content on fake news sites or offensive YouTube videos, JPMorgan has limited its ads to about 5,000 sites it has pre-approved, said Kristin Lemkau, chief bank marketing. Surprisingly, the company isn't seeing big changes in the cost of views or the amount of people seeing their ads on the Internet, he said. This change is an example of the new skepticism with which major marketers are approaching online advertising platforms and the automated programs that make their brands appear on millions of websites.
In recent years, advertisers have increasingly advised against purchasing advertising Find Your Phone Number space on individual sites in favor of targeting groups of people at low cost, based on their browsing habits: a process known as scheduled advertising , which allows for example to publish a Gerber ad on a small blog that caters to a specific niche or having that bag added to your cart follow you around the Internet for weeks. But with recent light being shed on the dangers of the web, some advertisers are questioning whether it's really worth appearing on hundreds of thousands of unknown sites, and asking whether millions of appearances really do translate into more sales. “It's been a few days, but we haven't seen any deterioration on our performance metrics , ” Ms. Lemkau said in an interview .
She added that the company had also pulled some ads from YouTube last week after reports other major advertisers such as Verizon appeared on videos promoting hate and terrorism. JPMorgan intends to limit its ads on the platform to a “ manually vetted ” list of 1,000 YouTube channels. Much of the promise of online advertising is based on the web's vast reach and ability to reach people on niche sites at affordable prices. Index Exchange , an ad exchange, estimated that sites owned by the top 50 traditional media companies account for 5 percent or less of the trillions of ad impressions on sale each day.
In recent years, advertisers have increasingly advised against purchasing advertising Find Your Phone Number space on individual sites in favor of targeting groups of people at low cost, based on their browsing habits: a process known as scheduled advertising , which allows for example to publish a Gerber ad on a small blog that caters to a specific niche or having that bag added to your cart follow you around the Internet for weeks. But with recent light being shed on the dangers of the web, some advertisers are questioning whether it's really worth appearing on hundreds of thousands of unknown sites, and asking whether millions of appearances really do translate into more sales. “It's been a few days, but we haven't seen any deterioration on our performance metrics , ” Ms. Lemkau said in an interview .
She added that the company had also pulled some ads from YouTube last week after reports other major advertisers such as Verizon appeared on videos promoting hate and terrorism. JPMorgan intends to limit its ads on the platform to a “ manually vetted ” list of 1,000 YouTube channels. Much of the promise of online advertising is based on the web's vast reach and ability to reach people on niche sites at affordable prices. Index Exchange , an ad exchange, estimated that sites owned by the top 50 traditional media companies account for 5 percent or less of the trillions of ad impressions on sale each day.