The survey found that 96% of advertisers are concerned about fake news in programmatic advertising. In addition, 31% of the decision-makers polled will reduce spend with programmatic partners whose inventory includes brands associated with fake news.
Forty-three percent said they won't change their spend, but will ask for fake news publishers to be blacklisted; 11% will maintain spending regardless; and 16% said they’ll deal with it on a case-by-case basis.
To address their concerns, 55% of those polled said they will put more pressure on programmatic tech partners to proactively screen for fake news, 41% will attempt more granular site targeting, 35% will use a whitelist, and 27% will shift from an open exchange to some form of private buying. Meanwhile, 8% aren’t planning to take any action.