{"id":26958,"date":"2021-09-30T14:56:00","date_gmt":"2021-09-30T18:56:00","guid":{"rendered":"https:\/\/quebecorem.jnv.dev\/?p=26958"},"modified":"2022-09-23T11:10:01","modified_gmt":"2022-09-23T15:10:01","slug":"brand-integrity","status":"publish","type":"post","link":"https:\/\/quebecorexpertisemedia.com\/en\/brand-integrity","title":{"rendered":"Brand integrity"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"26958\" class=\"elementor elementor-26958\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cd41a46 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cd41a46\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1d42ba55\" data-id=\"1d42ba55\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b9172ab elementor-widget elementor-widget-menu-anchor\" data-id=\"b9172ab\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"CONSUMER\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-41436484 elementor-widget elementor-widget-menu-anchor\" data-id=\"41436484\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"INNOVATION\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-240aebb6 elementor-widget elementor-widget-heading\" data-id=\"240aebb6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">A MAJOR ISSUE IN AN ALGORITHMIC UNIVERSE<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ff8806f elementor-widget elementor-widget-text-editor\" data-id=\"4ff8806f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Where do your ad dollars get spent, and how can you ensure that your brand doesn\u2019t get sullied by the context in which your ads are placed?<\/p><p>Fake news, hate speech\u2026 no one wants to be associated with such content. In fact, <strong>76%<\/strong> of advertisers state they are concerned with maintaining the integrity of their brands.<br \/>And with good reason, given that <strong>$2.6 billion US<\/strong> is spent on ad banners that are often unknowingly placed on inappropriate sites!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-44a36d3e elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"44a36d3e\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-735bb24e elementor-widget elementor-widget-heading\" data-id=\"735bb24e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Algorithmic law has its limits<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1e97d1b elementor-widget elementor-widget-text-editor\" data-id=\"1e97d1b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The giants of digital entrust their algorithms with ad placements to facilitate lower costs. The result? Google is the originator of <strong>48%<\/strong> of ad traffic to fake news sites\u2026 Aware of the flaws of its own model, the American multinational has removed 1.3 billion pages that contravene its policies and has implemented a tool that enables advertisers to remove their ads from environments they deem inadequate. These are welcome initiatives, but wouldn\u2019t prevention be better, given how hard it is for brands to regain trust once it\u2019s lost?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-afc0644 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"afc0644\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4fe3758 elementor-widget elementor-widget-heading\" data-id=\"4fe3758\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">A return to more conscious ad buying<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4149d916 elementor-widget elementor-widget-image\" data-id=\"4149d916\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/quebecorem.jnv.dev\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145720.jpg\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"A return to more conscious ad buying\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjY5NjgsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMDhcL0NhcHR1cmUtZGVjcmFuLTIwMjItMDgtMDMtMTQ1NzIwLmpwZyJ9\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1233\" height=\"172\" src=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145720.jpg\" class=\"attachment-full size-full wp-image-26968\" alt=\"A return to more conscious ad buying\" srcset=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145720.jpg 1233w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145720-300x42.jpg 300w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145720-1024x143.jpg 1024w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145720-768x107.jpg 768w\" sizes=\"(max-width: 1233px) 100vw, 1233px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63ee82a elementor-widget elementor-widget-text-editor\" data-id=\"63ee82a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Local, responsible investment is gaining ground. Advertisers are increasingly giving preference to investing in high-quality, inclusive media. At the same time, human control is being restored, as demonstrated by the implementation of whitelists that aim to guarantee a slate of reliable sites.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-257c1d6 elementor-widget elementor-widget-image\" data-id=\"257c1d6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/quebecorem.jnv.dev\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145731.jpg\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"TAG certification\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjY5NzAsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMDhcL0NhcHR1cmUtZGVjcmFuLTIwMjItMDgtMDMtMTQ1NzMxLmpwZyJ9\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1240\" height=\"123\" src=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145731.jpg\" class=\"attachment-full size-full wp-image-26970\" alt=\"TAG certification\" srcset=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145731.jpg 1240w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145731-300x30.jpg 300w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145731-1024x102.jpg 1024w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145731-768x76.jpg 768w\" sizes=\"(max-width: 1240px) 100vw, 1240px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4bb5213e elementor-widget elementor-widget-heading\" data-id=\"4bb5213e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-medium\">Premium editor + consistent environment:  The winning combination for a successful campaign!\n\n\n\n\n\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f373761 elementor-widget elementor-widget-image\" data-id=\"1f373761\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/quebecorem.jnv.dev\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145907.jpg\" data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-title=\"Premium editor + consistent environment:\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MjY5NzIsInVybCI6Imh0dHBzOlwvXC9xdWViZWNvcmV4cGVydGlzZW1lZGlhLmNvbVwvd3AtY29udGVudFwvdXBsb2Fkc1wvMjAyMlwvMDhcL0NhcHR1cmUtZGVjcmFuLTIwMjItMDgtMDMtMTQ1OTA3LmpwZyJ9\" target=\"_blank\" rel=\"noopener\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1227\" height=\"177\" src=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145907.jpg\" class=\"attachment-full size-full wp-image-26972\" alt=\"Premium editor + consistent environment:\" srcset=\"https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145907.jpg 1227w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145907-300x43.jpg 300w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145907-1024x148.jpg 1024w, https:\/\/quebecorexpertisemedia.com\/wp-content\/uploads\/2022\/08\/Capture-decran-2022-08-03-145907-768x111.jpg 768w\" sizes=\"(max-width: 1227px) 100vw, 1227px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2738f180 elementor-widget elementor-widget-text-editor\" data-id=\"2738f180\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Sources: Comscore, <i>The Hallo Effect Premium Publisher Study, <\/i>July 2016, as cited in the Responsible Media Practices Guide \u2013 A2C \u2013 CDMQ \/ <br \/>WARC, <i>Context can significantly impact ad memorability, <\/i>September 2021<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>A MAJOR ISSUE IN AN ALGORITHMIC UNIVERSE Where do your ad dollars get spent, and how can you ensure that your brand doesn\u2019t get sullied by the context in which your ads are placed? Fake news, hate speech\u2026 no one wants to be associated with such content. In fact, 76% of advertisers state they are [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[103],"tags":[],"class_list":["post-26958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-trends"],"acf":[],"_links":{"self":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/posts\/26958","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/comments?post=26958"}],"version-history":[{"count":0,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/posts\/26958\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/media\/19607"}],"wp:attachment":[{"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/media?parent=26958"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/categories?post=26958"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/en\/wp-json\/wp\/v2\/tags?post=26958"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}