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Display Ads Increasingly Being Seen on Sites with User Generated Content
By Anna Johnson on February 8th, 2010According to AdSafe Media, 29 percent of traffic exposed to display advertisements in the fourth quarter of 2009 was on sites featuring user generated content (UGC), 27 percent of which was inappropriate for brand advertisers.
For the final quarter of 2009, AdSafe Media’s AdSafe Safety Index was 814 out of 1,000 – a relatively high score indicating that, overall, display ads were matched to appropriate content. Indeed, AdSafe found that traffic non-transparency decreased from 58 percent to 18 percent of display ad inventory during the period.
According to David Hahn, VP of Product for AdSafe:
“Activity for the quarter was relatively positive. The quarterly Safety Index of 814 indicates that the majority of pages we analyzed were suitable for premium brand advertisers.”
Hahn was, however, concerned about large percentages of ‘invisible’ inventory and UGC. He said:
“Without full inventory transparency, brands and agencies are unable to understand the quality or brand appropriateness of inventory. More importantly, the large amount of UGC content is a significant concern to many of our clients with high sensitivity brands or in high sensitivity industries.”
