Thursday, March 15, 2007

Advertising Brokers and Censorship

Advertising and Censorship have had a long and storied history. If you're an advertising-supported content business you have to juggle the needs of your readers and the needs of your advertisers.

Your readers want interesting content to read, and some of that interesting content may be controversial. That content, or the controversy therein, can be directly against the interests of your advertisers. For instance, an article arguing there's too much processed corn in what we eat might be a problem if you're getting a lot of money from Doritos. An article about abortion could scare off advertisers of all kinds.

Advertising Brokers
In internet advertising, much of the advertising is placed through brokers, like Google AdSense, where the advertiser and the content site don't interact directly. Under this model, it must be easier for the content creator, who doesn't know which advertising will be placed on his site. For instance, a blogger using Google AdSense isn't told which advertising is coming up, and doesn't interact with the advertiser directly. Further they will often know that the advertiser hasn't explicitly asked to be placed on their site, and may not monitor the content.

This is especially true of the smaller site. If you're a major internet portal, you may well be managing your own placements and have similar concerns. Anyone work in that space and want to comment?

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