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One Reason News Sites Still Battle Low Ad Rates

And What's Keeping The So-Called 'Ad Verification' Business In Business

By Published on .

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Think anyone reading this story is in a frame of mind to book a flight on Continental? Me neither. Do you think some might come away with the impression from looking at this page that it was a Continental flight with cabin smoke? Maybe.

News organizations report good and bad news. But discerning the difference, and avoiding ad placements like this continues to be a problem, and one reason they suffer from low ad rates. It doesn't help that the "ad verification" services like DoubleVerify and AdSafe are taking a cut of media buys by pledging to help marketers avoid such juxtapositions. Expect this one to land in some scary Power Point decks circulating to advertisers.

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