Google is assumed by most people to have a great deal of power and ability to understand and profit from the online world. When I see Google Ads like the one posted below, I have to wonder.
The ad was placed on BlueOregon, a progressive blog, but as you see, the advertisement is from a right wing lobbying group, Americans for Prosperity, and it’s against health care reform.
Problem one: The advertisement is a complete mismatch for BlueOregon. It diminishes the credibility of the BlueOregon blog, which makes the advertisement’s placement unlikely to be effective.
Problem two: The advertisement makes the publisher feel out of control. BlueOregon’s editors apparently understand how damaging the advertisement’s content is to their credibility, because they’ve posted a disclaimer right next to the advertisement stating, “Ads by Google. BlueOregon doesn’t control the content, and we know that sometimes the ads are really wrong. Sometimes, they’re right on.”
The publisher isn’t benefiting from ads that don’t match reader interests. The advertiser isn’t benefiting from ads that are poorly targeted. Google isn’t benefiting from such an inefficient arrangement, which makes people reluctant to use its online advertising services.
A smart company would find a way to allow advertisers and publishers to come together in creative ways to ensure that publisher credibility and advertising appeal are not in contradiction with each other. Google’s advertising system doesn’t even come close to that goal. Using off-target algorithms without human eyes to review obvious mistakes such as the one at BlueOregon, Google Ads looks downright dumb.
We’ve never accepted advertising here at Irregular Times, and I have never felt better about that decision than I do this morning.
only listen to ideas that mirror yours, is that the idea? wouldn’t want you to be uncomfotable.
No, Jon, that isn’t the point of the article. Can you try reading it again, or do you just prefer to glance and guess?