Help Brands Blacklist Sites That Don’t Fit With Their Brand

One of the issues with the emergence of programmatic and re-targeted advertising is that brands target people not publications with their ad spend. And the result is a brand’s ads end up on sites that they don’t really want them on. Brands can blacklist publishers they don’t want to do business with but they have to choose to opt out. And they need to be notified when this happens.

I saw a cool approach to dealing with this yesterday. Craig Shapiro blogged about a Twitter account called Sleeping Giants.

Here is how it works:

People take a screenshot of an ad running on a site that is likely not appropriate for that brand, they tweet that screenshot to the ad’s parent company to notify them of the placement, and tag Sleeping Giants in the tweet.

Then the word spreads. Sleeping Giants promotes each tweet to it’s 11,000 followers. It also offers simple instructions how to blacklist sites from your ad campaign, so your brand won’t show up on objectionable publishers sites.

I followed Sleeping Giants today and will participate in this community driven effort to help brands keep their ads off objectionable websites. You might want to do that as well.