The latest Adalytics report has sent shockwaves through the advertising industry, revealing alarming instances of brands unknowingly having their ads served on websites featuring explicit and illegal content. The findings underscore a growing concern among advertisers about the transparency and safety of their digital media investments.

According to the report, many SSPs and ad tech vendors have inadvertently allowed ads to appear on highly inappropriate and harmful content, putting global brands such as Samsung, Honda, Uber, and even Google at significant reputational risk. The implications are clear: despite significant investment in programmatic advertising, many brands are still exposed to unsafe environments due to a lack of robust quality controls and direct oversight.

"This Adalytics report is shocking, but not surprising. Kargo has a different model to other SSPs. From day one, Kargo has prioritised curation, brand safety, and transparency by working directly with trusted publishers,” said Cam Dinnie, Kargo’s APAC director of operations and strategy.

While the report raises serious concerns, it also highlights solutions. Only two SSPs - Kargo and TRUST X - emerged completely unscathed, with Kargo being the only scaled SSP to be 100% in the clear. This reinforces the urgent need for advertisers to reassess how and where their digital campaigns are running.

“Companies work very hard over years and years to build trust and confidence in their brands. But having their ads appear within unsafe content can destroy all that trust in a heartbeat,” said Robert Leach, Kargo’s APAC GM. “Brands partnering with Kargo through PMPs or the open exchange can rest assured that their ads are served to real people on premium sites - aligning with their values and safeguarding their reputations.”

The risks to advertisers extend far beyond the open web. As major social media platforms aggressively cut costs and reduce safety checks, brands are increasingly vulnerable to ad misplacement in unpredictable and damaging environments. This highlights the urgent need for greater transparency, accountability, and proactive brand safety measures across all digital channels.

Kargo’s invitation-only marketplace, strict Publisher Scorecard audits, and commitment to eliminating low-quality supply and MFA (Made for Advertising) sites provide a model for how SSPs can take greater responsibility in ensuring brand safety. While this level of curation presents operational challenges, it also offers brands peace of mind in an increasingly uncertain digital landscape.

“If your brand was impacted by this report - or if you’re concerned about where your ads are running - now is the time to reassess your ad strategy,” added Neill Pitt, APAC commercial director. “With Kargo, you can operate with confidence, knowing your ads are aligned with your brand values. Together, we can build a better, safer ad ecosystem.”

Kargo

Kargo is a global omnichannel ad tech platform headquartered in New York, delivering full-funnel advertising solutions across mobile, desktop, and TV. As a fully transparent SSP with an exclusive publisher network, Kargo combines cutting-edge technol...

More about Kargo »

Powered by PressBox