Is Your Brand Advertising On Porn Sites? Buying On AdRoll? You Might Not Even Know

While investigating click fraud on a client’s behalf I discovered that they weren’t being defrauded exactly, just that they were advertising places they didn’t realize. 

It’s not that the client did anything wrong. Just that by advertising with a less than first tier ad provider they can’t be sure what where their ads will appear.

AdRoll isn’t supposed to appear on Adult sites,  and it wouldn’t normally, but AdRoll appears on OpenDns.com via Pubmatic.com. OpenDNS appears on sites that have adult ads blocked, but for sites that have either been white listed, or which haven’t been detected as adult.

When an adult site is blocked via OpenDNS, the OpenDNS website opens in the iframe that would have been filled with the ad, or loads in the Pop-Up window that would have been an ad.

Is Your Brand Advertising On Porn Sites? Buying on AdRoll? You Might Not Even Know

The result is that a prominent brand by the people at SEOmoz (not the client I was investigating for [they are not a client]) runs right next to a topless girl on her web cam and another girl fellating her boyfriend.

How do you keep this from happening to you? You don’t run Interest based ads as a first step, and you block pages  on OpenDNS by adding OpenDNS to your negative keyword list.

It is my personal belief that ad networks should block OpenDNS from showing ads.  I love the OpenDNS service, but putting brands on adult pages and putting adds on pages which they don’t own is against pretty much every mainstream ad network’s terms of service.

Want to see if you are possibly advertising on OpenDNS? That’s a bit harder to do.  Basically you need to get your brands tracking cookie and go to http://block.opendns.com/main?url=google.com and look at the ads that are running on the page.  You have to win the bid auction to be sure, but a few refreshes, and a good clearing of your cookies so that you are the only interest based target will help.

Want to avoid other embarrassing ad placements and scams? www.blackwaterops.com provides SEM consulting and reputation management.