De gikk fra annonser på 400.000 sider til «bare» 7000 nettsteder - med samme resultat. Her er ukas 5 lesetips fra ANFO

Og hva vil prege året som kommer? Transparens og kontekst, spår The Drum.

Jan Morten Drange, ANFO

Publisert 03.03.2018 - 12:20

Denne artikkelen er over to år gammel.

Her kommer skrekkeksempelet vi gjerne drar frem når vi snakker om ting som kan gå galt i den digitale verden:

ANFOs lesetips

ANFOs lesetips er vår nye spalte i samarbeid med Annonsørforeningen og direktør Jan Morten Drange.

Han leser det meste av internasjonale fagnettsteder om reklame og markedsføring, og deler mange av disse blant annet på Linkedin.

Hver uke oppsummerer vi noen av de beste, viktigste eller mest interessante artiklene i en anbefaling.

I lys av den første store brand safety-skandalen våren 2017 gjorde JP Morgan Chase en intern whitelisting og reduserte sin tilstedeværelse, kjøpt programmatisk, fra 400.000 siter til 7000.

Med samme resultater.

Konklusjonen? Det er ikke annonsørenes jobb å finansiere the long tail of internet.

Her er denne og fem andre artikler du kan få med deg denne helga:

JPMorgan got so frustrated with YouTube's brand-safety issues, it took control of where its ads appear

JPMorgan Chase has created an internal tool to make sure its ads don't end up next to unsavory content on YouTube. The company's proprietary algorithm plugs into YouTube's API to select "safe" channels for it to advertise on. From more than 5 million channels the brand has winnowed the list down to 3,000 YouTube channels that its ads appear on.

Meget lesverdig om media, endringer, mediabyråbransjen, trender og så videre. En grei historieleksjon også. Tankevekkende:

The perfect storm that's blowing up in media

Talk to someone outside of our industry - a 'lay person', if you like - about marcomms, and it's highly unlikely that you'll need to explain to them what advertising is. In advanced economies like those in the west - as well as developing ones elsewhere - advertising is ubiquitous.

Her kommer en oppsummering fra The Drums prediction event. Annonsørene vil drive frem og kreve transparens. Og context får sin revival.

'Transparency will be driven by clients' and contextual marketing will resurge: takeaways from The Drum's predictions event

Following last year's many controversies from YouTube's brand safety crisis to Pepsi's ad debacle, 2018 presents an opportunity to wipe the slate clean and start anew. At The Drum's Predictions event, panelists were asked how they see the issue of transparency unfolding this year as well as what the future holds for customer experiences and data.

Litt om Facebook, Russland og det amerikanske valget. «They acted like an ad agency»:

Russia Spent $1.25M Per Month on Ads, Acted Like an Ad Agency: Mueller

U.S. Special Counsel Robert Mueller unveiled the details of an allegedly widespread and coordinated campaign by Russians to influence the U.S. presidential election in favor of Donald Trump, delivering on his initial mandate by the Justice Department.

The Gunn Report. Hvilke byråer, mediebyråer, nettverk og annonsører er mest premiert i året som har gått. This is creative excellence ranked:

The Gunn Report: the most creatively awarded advertising of 2017

The world's most creative campaign is Australian road-safety work "Meet Graham", according to the Gunn Report 2018. The ad, which features a depiction of how the human body would have to be reconstructed to survive a crash, was created by Clemenger BBDO Melbourne for Australia's Transport Accident Commission.