How to thwart the perfidy of bad ads?

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The high volume of advertising inventory also contributes to the proliferation of “bad ads.” Platforms that focus on short videos such as YouTube and Instagram, for example, have particularly large advertising inventories, which means they are also less demanding with the ads that make their way into users’ feeds, which ultimately translates into a decrease in the quality of online advertising.

To combat this problem, an increase in ad prices should be considered, argues Forrester in its study. After all, those who provide poor-quality online advertising are not willing to invest too anhui mobile phone numbers database much money in distributing these ads, and a price increase would act as a barrier in this regard.


To combat the evil of "bad ads," advertisers should also develop a more direct relationship with publishers to ensure the quality of their ad placement, Forrester recommends in its report.

Advertisers should also ensure that their partners in the online advertising market take measures aimed at brand safety that protect the quality of their ads on all fronts.

Another key to stopping “bad ads” is for advertisers to take the time to create better ads. Ensuring that advertising is making its way into the right environments is absolutely essential, as is holding themselves to sufficiently high creative standards. Still, Forrester warns, even brands that create good ads can’t afford to let down their guard against the nefarious threat of increasingly ubiquitous “bad ads.”