Publishers are the TV stations of the internet world, they buy and sell advertising space on their websites. A few problems publishers face is they often do not have time to sell the ad space or they cannot find enough of the right advertisers to buy the available space. This demand is what drove the arrival of online ad networks such as Right Media. Right Media specializes in matching up the advertisers with publishers. All three parties were successful with this advertising network model, until problems started to arise around the type of ads being placed on sites. For instance, an inappropriate swimsuit ads could be placed on children’s learning sites. These types of ads can be inappropriate and in conflict with the site and viewer expectations causing the publishers to take immediate action and remove it. In this scenario who is accountable for the content on the site; the Publisher! They are ultimately responsible to ensure ad content and design is appropriate for the site, it’s brand and viewers. Which is why it is important for publishers to approve or reject ad’s before they are published to a website. …show more content…
The ad categorization is subjective to the ad agency. Additionally, publishers were able to indicate what type of ad categories are acceptable for their site. Even with the ability to classify ad’s, Right Media was still having trouble managing the inappropriate ads being published. Right Media reported deceptive ads are approximately 35% of their advertising inventory, which is why it is important for publishers to have the ability to approve or reject ads before they are published to