Hasta La Creative!

The world of online marketing now resembles a tremendous game of advertising truth or dare. For a long time, marketers took the dare, by purchasing ads without knowing where their ad would run or why it would run there. The dare then: risk sitting out online advertising or jump in while your brand had no real control over where and when your ads ran.

The result was often calamitous: a company’s ads ran on sites that presented entirely inappropriate content, sometimes bordering on criminal hate speech that were absolutely not where advertisers hoped their ads would land.

Now we are entering the truth phase of the game. In recent weeks, major marketers pulled advertising from Google sites, including YouTube. Companies leading the exodus include Johnson & Johnson, Walmart, Verizon, AT&T, General Motors, Pepsico and FX Networks. Others, such as Procter & Gamble, have been threatening to pull digital advertising dollars for several months before that because of concerns about costs versus benefits.

Continue reading at AdAge.com