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When good ads show up in bad places

When good ads show up in bad places Scott Knoll

It happens. You create a great ad campaign with spot-on messaging and clever graphics that the client loves. Then they send you the screen grab of the ad showing up on a porn site. Or an illegal download site. Or a page where the topic is not-so-humourously ironic (think airline ads alongside an article about a plane crash). Is it luck of the draw where you ads show up? Or is there a way to avoid these uncomfortable ad placements?

AdSafe CEO and President Scott Knoll says there's a lot you can do. Here, Knoll speaks with iMedia's Bethany Simpson about eliminating bad ad placement.

Conversation highlights

0:00 - How do ads show up in inappropriate places?
0:50 - Addressing bad ad placement at the ad network and trading desk level
1:18 - Tagging, page types, and other variables
1:45 - Rating pages based on appropriate-ness
2:15 - Airline ads appearing by plane crash articles, and worse
2:58 - The magic elves who prevent bad placement
3:15 - Ad transparency and reporting
4:06 - The next big thing: viewability

Run time is 5:00

Scott Knoll was most recently the founder and President of Aperture, the audience targeting and measurement technology platform that provides business intelligence to blue chip brands, agencies and online publishers. Scott has more than 18 years of global experience in Internet technology, digital advertising and traditional media. Prior to Aperture, Scott served as CEO of BlackFoot, a digital advertising solutions company. He also spent 6 years as a senior executive at DoubleClick Inc., directing the launch and development of the DoubleClick ad network in nine countries, including Australia, Hong Kong, Japan, China, Taiwan, New Zealand, Singapore, and Korea. Scott served as managing director of DoubleClick Asia Pacific and Vice President and General Manager of Global Marketer Solutions.

Previously, Scott co-founded and served as COO of Verified Person, and has held management roles at Time Warner Inc. and Andersen Consulting. Scott holds a Masters in Business Administration degree from Harvard University and a Bachelor of Arts degree from Princeton University.

Bethany Simpson is the Video Director at iMedia, where she covers digital marketing tech and trends. She has interviewed over 500 business leaders in digital and traditional marketing, technology, security, and finance. Prior to iMedia she managed "The Leadership Network," a private online community for C-Level leaders of Fortune-1000 companies.

You can follow Scott and Bethany on Twitter.

Scott Knoll was most recently the founder and President of Aperture, the audience targeting and measurement technology platform that provides business intelligence to blue chip brands, agencies and online publishers. Scott has more than 18 years of...

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Comments

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Commenter: Marielle Hanke

2012, June 12

Great interview and kudos to AdSafe for making the internet a safer place for advertisers. How could it have taken so long for 'viewability' to become a priority? I'm wondering why, as it seems so obvious.
Marielle @CloudNineMedia