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CONFIRMED: Elon Musk’s X lost a HUGE brand safety certification after our complaint
| From | Check My Ads <[email protected]> |
| Subject | CONFIRMED: Elon Musk’s X lost a HUGE brand safety certification after our complaint |
| Date | March 15, 2024 8:06 PM |
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CONFIRMED: Elon Musk=E2=80=99s X lost a HUGE brand safety certification aft=
er our complaint
Hello, folks!
Hope you=E2=80=99re having a great Friday! X CEO Linda Yaccarino probably i=
sn=E2=80=99t.
The company formerly known as Twitter has lost its most coveted seals of ap=
proval in the ad industry. Linda is going to have a much harder time gettin=
g advertisers back now.
Late last summer, we learned that Trustworthy Accountability Group had quie=
tly renewed X=E2=80=99s Brand Safety Certified seal =E2=80=94 and immediate=
ly filed a formal complaint. Anyone who=E2=80=99s been on the platform sinc=
e Elon Musk took it over knows the cesspool it=E2=80=99s turned into. Musk=
=E2=80=99s own antisemitic comments drove away advertisers like Disney, Lio=
nsgate, and Apple.
TAG was formed as an industry body to create trust and transparency in the =
ad marketplace. In reality, it=E2=80=99s a pay-to-play rubber stamp, fundin=
g itself largely through hefty certification fees. It doesn=E2=80=99t do an=
y audits on member organizations itself, instead relying on them to audit t=
hemselves or hire a third party. The only thing it=E2=80=99s independently =
auditing is if a check clears.
Conveniently, TAG also does not update advertisers or the public about the =
outcomes of their investigations. And since TAG CEO Mike Zaneis doesn=E2=80=
=99t respond to our emails, we keep an eye on changes through its online re=
gistry.
This week, TAG's entry for X went from looking like this:
To looking like this:=20
We emailed Todd Miller, TAG=E2=80=99s VP of policy and compliance, and he c=
onfirmed it: =E2=80=9CX Corp does not hold TAG=E2=80=99s Brand Safety Certi=
fied Seal at this time.=E2=80=9D
This is a big blow for X=E2=80=99s ads business =E2=80=94 they=E2=80=99re d=
efinitely not getting back all those advertisers who left over brand safety=
worries.
As for TAG? They are on notice. If Twitter can maintain a brand safety cert=
ification over 9 months, what's the point of TAG?
How did the =E2=80=9Cfirearms-friendly=E2=80=9D ad network get into our sup=
ply chain?
Some interesting drama kicked off on Nandini=E2=80=99s LinkedIn that highli=
ghts how little the ad industry knows about its own financial partnerships.
In a post this week, Nandini called attention to a Topple, an ad network th=
at runs ads for guns and ammunitions companies. Promoting guns and weapons =
is almost universally prohibited by the ad industry =E2=80=94 and yet Toppl=
e had managed to partner with two reputable exchanges: PubMatic and Consuma=
ble. (Both companies have now dropped Topple after we flagged the relations=
hip with them.)
That turned into a feisty LinkedIn exchange when Topple popped up to say th=
at it never partnered with either of these ad exchanges. Despite our eviden=
ce, they claimed that we were wrong.
So who's correct? Obviously us. But it's not straightforward.
Consumable=E2=80=99s CEO told Nandini that Topple was originally accepted i=
nto adtech platform Sovrn's supply-side platform. Sovrn was then onboarded =
as a network onto Consumable's SSP in 2021. According to him, Consumable wa=
s not aware that Topple was in their inventory until Nandini brought it to =
their attention.
Picture it like this: Sovrn loads up a bunch of garbage websites into the b=
ack of their truck. They drive over to Consumable's house, where Consumable=
does a quick inspection =E2=80=94 and then adds Sovrn's websites to their =
existing pile of websites. And then they go to market to find advertisers t=
o run on them.
What does this mean? Consumable and Topple were in a financial partnership =
=E2=80=94 but it's possible that neither of them knew it. The result? The "=
firearms-friendly ad network" had full access to ad budgets.
The only thing that=E2=80=99s clear in adtech is why it looks like an inter=
national money laundering scheme: no one knows who they=E2=80=99re in busin=
ess with.
What We=E2=80=99re Reading
Large Brands Are Still Advertising on Made-for-Advertising Websites After I=
ndustry Outcry: Yet another huge report from Adalytics showed how hundreds =
of brands are paying to advertise on spam sites with help from major ad-tec=
h firms, Catherine Perloff writes in AdWeek. Dr. Krzysztof Franaszek, the m=
an behind Adalytics, appeared on The Big Story podcast to talk about his re=
port and what can be done to stop MFA sites from draining ad spend.
A company linked to a large =E2=80=9Cpink slime=E2=80=9D network is being h=
ired by big publishers like Gannett: =E2=80=9CPink slime=E2=80=9D are site =
that pretend to be local news outlets but actually have no local staff and =
don=E2=80=99t disclose they=E2=80=99re politically funded. That=E2=80=99s w=
hy it=E2=80=99s a BIG DEAL if the largest newspaper publisher in the US is =
working with company tied to a network of over a thousand of them, as Steve=
n Monacelli reports for NiemanLab.
Thanks for being with us this week!
Hugs,
Claire & Nandini
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yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"><strong><span =
style=3D"font-size: 18pt;">CONFIRMED: Elon Musk=E2=80=99s X lost a HUGE bra=
nd safety certification after our complaint</span></strong></p></th>=20
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;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
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<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Hello, folks!<=
/p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; fo=
nt-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-si=
ze: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Hope=
you=E2=80=99re having a great Friday! X CEO Linda Yaccarino probably isn=
=E2=80=99t.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sa=
ns-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: l=
eft; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom:=
10px;">The company formerly known as Twitter has lost its most coveted sea=
ls of approval in the ad industry. Linda is going to have a much harder tim=
e getting advertisers back now.</p> <p style=3D"color: #3c4144; font-family=
: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Marg=
in: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: =
10px; Margin-bottom: 10px;">Late last summer, we learned that Trustworthy A=
ccountability Group had quietly renewed X=E2=80=99s Brand Safety Certified =
seal =E2=80=94 and <a href=3D"[link removed]
ick-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-=
Z3DXxYZzbhINhmQZOrHvl_kE=3D" style=3D"color: #0074d9; text-decoration: none=
; font-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">im=
mediately filed a formal complaint</a>. Anyone who=E2=80=99s been on the pl=
atform since Elon Musk took it over knows <a href=3D"[link removed]
.com/emails/tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=
=3D/G45LRDuA6DRErcFTza-Z3Io2vrG6O5E4kOFIqrNitKI=3D" style=3D"color: #0074d9=
; text-decoration: none; font-weight: inherit; padding: 0; text-align: left=
; line-height: 1.5;">the cesspool it=E2=80=99s turned into</a>. Musk=E2=80=
=99s own antisemitic comments <a href=3D"[link removed]
tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA=
6DRErcFTza-Z3DbS27uhd_9hyPTvtWE4h40=3D" style=3D"color: #0074d9; text-decor=
ation: none; font-weight: inherit; padding: 0; text-align: left; line-heigh=
t: 1.5;">drove away advertisers</a> like Disney, Lionsgate, and Apple.</p> =
<p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-w=
eight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: =
12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">TAG was =
formed as an industry body to create trust and transparency in the ad marke=
tplace. In reality, it=E2=80=99s a pay-to-play rubber stamp, funding itself=
largely through hefty certification fees. It doesn=E2=80=99t do any audits=
on member organizations itself, instead relying on them to audit themselve=
s or hire a third party. The only thing it=E2=80=99s independently auditing=
is if a check clears.</p> <p style=3D"color: #3c4144; font-family: arial,h=
elvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; te=
xt-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Mar=
gin-bottom: 10px;">Conveniently, TAG also does not update advertisers or th=
e public about the outcomes of their investigations. And since TAG CEO Mike=
Zaneis doesn=E2=80=99t respond to our emails, we keep an eye on changes <a=
href=3D"[link removed]
X41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3HCJ4kp7EOjVFI9q0vc9=
PvM=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inheri=
t; padding: 0; text-align: left; line-height: 1.5;">through its online regi=
stry</a>.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans=
-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 1=
0px;">This week, TAG's entry for X went from looking like this:</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/searchregistry-1.jpeg" alt=3D"A =
screenshot of TAG's search registry showing X is Brand Safety Certified" wi=
dth=3D"600" align=3D"center" style=3D"outline: none; text-decoration: none;=
-ms-interpolation-mode: bicubic; max-width: 100%; clear: both; display: bl=
ock; margin: 0 auto; Margin: 0 auto; float: none; text-align: center; heigh=
t: auto;"><!--[if mso]></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">To looking lik=
e this: </p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/searchregistry-2.png" alt=3D"A s=
creenshot of TAG's search registry showing X is no longer Brand Safety Cert=
ified" width=3D"600" align=3D"center" style=3D"outline: none; text-decorati=
on: none; -ms-interpolation-mode: bicubic; max-width: 100%; clear: both; di=
splay: block; margin: 0 auto; Margin: 0 auto; float: none; text-align: cent=
er; height: auto;"><!--[if mso]></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">We emailed Tod=
d Miller, TAG=E2=80=99s VP of p<span class=3D"discussion-id-883afa4e-45f2-4=
cbb-a90b-3b79f4484c36 notion-enable-hover" data-token-index=3D"1">olicy and=
compliance</span>, and he confirmed it: =E2=80=9CX Corp does not hold TAG=
=E2=80=99s Brand Safety Certified Seal at this time.=E2=80=9D</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/GIjwlQKWAAAYoTq.jpeg" alt=3D"An =
email from Todd Miller reading: Hi Nandini, I can confirm that, while X Cor=
p remains a member of TAG at present, X Corp does not hold TAG's Brand Safe=
ty Certified Seal at this time. Thank you, Todd. " width=3D"600" align=3D"c=
enter" style=3D"outline: none; text-decoration: none; -ms-interpolation-mod=
e: bicubic; max-width: 100%; clear: both; display: block; margin: 0 auto; M=
argin: 0 auto; float: none; text-align: center; height: auto;"><!--[if mso]=
></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">This is a big =
blow for X=E2=80=99s ads business =E2=80=94 they=E2=80=99re definitely not =
getting back all those advertisers who left over brand safety worries.</p> =
<p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-w=
eight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: =
12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">As for T=
AG? They are on notice. If Twitter can maintain a brand safety certificatio=
n over 9 months, what's the point of TAG?</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"><span style=3D=
"font-size: 16pt;"><strong>How did the =E2=80=9Cfirearms-friendly=E2=80=9D =
ad network get into our supply chain?</strong></span></p> <p style=3D"color=
: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; paddi=
ng: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height=
: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Some interesting <a href=
=3D"[link removed]
vMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3Js0pOOwJ6fUIOLBXjVjIgI=
=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inherit; =
padding: 0; text-align: left; line-height: 1.5;">drama kicked off on Nandin=
i=E2=80=99s LinkedIn</a> that highlights how little the ad industry knows a=
bout its own financial partnerships.</p> <p style=3D"color: #3c4144; font-f=
amily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0;=
Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bot=
tom: 10px; Margin-bottom: 10px;">In a post this week, Nandini called attent=
ion to a Topple, an ad network that runs ads for guns and ammunitions compa=
nies. Promoting guns and weapons is almost universally prohibited by the ad=
industry =E2=80=94 and yet Topple had managed to partner with two rep=
utable exchanges: PubMatic and Consumable. (Both companies have now dropped=
Topple after we flagged the relationship with them.)</p> <p style=3D"color=
: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; paddi=
ng: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height=
: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">That turned into a feisty=
LinkedIn exchange when Topple popped up to say that it never partnered wit=
h either of these ad exchanges. Despite our evidence, they claimed that we =
were wrong.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sa=
ns-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: l=
eft; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom:=
10px;">So who's correct? Obviously us. But it's not straightforward.</p> <=
p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-we=
ight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 1=
2pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Consumabl=
e=E2=80=99s CEO told Nandini that Topple was originally accepted into adtec=
h platform <a href=3D"[link removed]
-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3P=
9OaLl2R51xnbWqR7teG3U=3D" style=3D"color: #0074d9; text-decoration: none; f=
ont-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">Sovrn=
</a>'s supply-side platform. Sovrn was then onboarded as a network onto Con=
sumable's SSP in 2021. According to him, Consumable was not aware that Topp=
le was in their inventory until Nandini brought it to their attention.</p> =
<p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-w=
eight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: =
12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Picture =
it like this: Sovrn loads up a bunch of garbage websites into the back of t=
heir truck. They drive over to Consumable's house, where Consumable does a =
quick inspection =E2=80=94 and then adds Sovrn's websites to their exi=
sting pile of websites. And then they go to market to find advertisers to r=
un on them.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sa=
ns-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: l=
eft; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom:=
10px;">What does this mean? Consumable and Topple were in a financial part=
nership =E2=80=94 but it's possible that neither of them knew it. The =
result? The "firearms-friendly ad network" had full access to ad budgets.</=
p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; fon=
t-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-siz=
e: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">The o=
nly thing that=E2=80=99s clear in adtech is why it looks like an internatio=
nal money laundering scheme: no one knows who they=E2=80=99re in business w=
ith.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-seri=
f; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; fo=
nt-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"=
><span style=3D"font-size: 16pt;"><strong>What We=E2=80=99re Reading</stron=
g></span></p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans=
-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 1=
0px;"><strong><a href=3D"[link removed]
ink/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3Pu5=
aZ0-GY2Hoy2_Da0Mf3I=3D" style=3D"color: #0074d9; text-decoration: none; fon=
t-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">Large B=
rands Are Still Advertising on Made-for-Advertising Websites After Industry=
Outcry</a>: </strong>Yet another <a href=3D"[link removed]
ils/tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45L=
RDuA6DRErcFTza-Z3DbQXUe4gP01kAtUn0qIOZg=3D" style=3D"color: #0074d9; text-d=
ecoration: none; font-weight: inherit; padding: 0; text-align: left; line-h=
eight: 1.5;">huge report from Adalytics</a> showed how hundreds of brands a=
re paying to advertise on spam sites with help from major ad-tech firms, Ca=
therine Perloff writes in AdWeek. Dr. Krzysztof Franaszek, the man behind A=
dalytics, <a href=3D"[link removed]
KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3DxgQnBd=
CnRiUNWl39P_Lac=3D" style=3D"color: #0074d9; text-decoration: none; font-we=
ight: inherit; padding: 0; text-align: left; line-height: 1.5;">appeared on=
The Big Story podcast</a> to talk about his report and what can be done to=
stop MFA sites from draining ad spend.</p> <p style=3D"color: #3c4144; fon=
t-family: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin:=
0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-=
bottom: 10px; Margin-bottom: 10px;"><strong><a href=3D"[link removed]
ls.com/emails/tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnH=
OY=3D/G45LRDuA6DRErcFTza-Z3LaLez-xY48yFsCPh5AAydA=3D" style=3D"color: #0074=
d9; text-decoration: none; font-weight: inherit; padding: 0; text-align: le=
ft; line-height: 1.5;">A company linked to a large =E2=80=9Cpink slime=E2=
=80=9D network is being hired by big publishers like Gannett</a>:</strong> =
=E2=80=9CPink slime=E2=80=9D are site that pretend to be local news outlets=
but actually have no local staff and don=E2=80=99t disclose they=E2=80=99r=
e politically funded. That=E2=80=99s why it=E2=80=99s a BIG DEAL if the lar=
gest newspaper publisher in the US is working with company tied to a networ=
k of over a thousand of them, as Steven Monacelli reports for NiemanLab.</p=
> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font=
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for being with us this week!</p> <p style=3D"color: #3c4144; font-family: =
arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin=
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px; Margin-bottom: 10px;">Hugs,</p></th>=20
</tr>=20
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If you're having trouble viewing this email, you can see it online, [link removed].
CONFIRMED: Elon Musk’s X lost a HUGE brand safety certification after our complaint
Hello, folks!
Hope you’re having a great Friday! X CEO Linda Yaccarino probably isn’t.
The company formerly known as Twitter has lost its most coveted seals of approval in the ad industry. Linda is going to have a much harder time getting advertisers back now.
Late last summer, we learned that Trustworthy Accountability Group had quietly renewed X’s Brand Safety Certified seal — and immediately filed a formal complaint. Anyone who’s been on the platform since Elon Musk took it over knows the cesspool it’s turned into. Musk’s own antisemitic comments drove away advertisers like Disney, Lionsgate, and Apple.
TAG was formed as an industry body to create trust and transparency in the ad marketplace. In reality, it’s a pay-to-play rubber stamp, funding itself largely through hefty certification fees. It doesn’t do any audits on member organizations itself, instead relying on them to audit themselves or hire a third party. The only thing it’s independently auditing is if a check clears.
Conveniently, TAG also does not update advertisers or the public about the outcomes of their investigations. And since TAG CEO Mike Zaneis doesn’t respond to our emails, we keep an eye on changes through its online registry.
This week, TAG's entry for X went from looking like this:
To looking like this:
We emailed Todd Miller, TAG’s VP of policy and compliance, and he confirmed it: “X Corp does not hold TAG’s Brand Safety Certified Seal at this time.”
This is a big blow for X’s ads business — they’re definitely not getting back all those advertisers who left over brand safety worries.
As for TAG? They are on notice. If Twitter can maintain a brand safety certification over 9 months, what's the point of TAG?
How did the “firearms-friendly” ad network get into our supply chain?
Some interesting drama kicked off on Nandini’s LinkedIn that highlights how little the ad industry knows about its own financial partnerships.
In a post this week, Nandini called attention to a Topple, an ad network that runs ads for guns and ammunitions companies. Promoting guns and weapons is almost universally prohibited by the ad industry — and yet Topple had managed to partner with two reputable exchanges: PubMatic and Consumable. (Both companies have now dropped Topple after we flagged the relationship with them.)
That turned into a feisty LinkedIn exchange when Topple popped up to say that it never partnered with either of these ad exchanges. Despite our evidence, they claimed that we were wrong.
So who's correct? Obviously us. But it's not straightforward.
Consumable’s CEO told Nandini that Topple was originally accepted into adtech platform Sovrn's supply-side platform. Sovrn was then onboarded as a network onto Consumable's SSP in 2021. According to him, Consumable was not aware that Topple was in their inventory until Nandini brought it to their attention.
Picture it like this: Sovrn loads up a bunch of garbage websites into the back of their truck. They drive over to Consumable's house, where Consumable does a quick inspection — and then adds Sovrn's websites to their existing pile of websites. And then they go to market to find advertisers to run on them.
What does this mean? Consumable and Topple were in a financial partnership — but it's possible that neither of them knew it. The result? The "firearms-friendly ad network" had full access to ad budgets.
The only thing that’s clear in adtech is why it looks like an international money laundering scheme: no one knows who they’re in business with.
What We’re Reading
Large Brands Are Still Advertising on Made-for-Advertising Websites After Industry Outcry: Yet another huge report from Adalytics showed how hundreds of brands are paying to advertise on spam sites with help from major ad-tech firms, Catherine Perloff writes in AdWeek. Dr. Krzysztof Franaszek, the man behind Adalytics, appeared on The Big Story podcast to talk about his report and what can be done to stop MFA sites from draining ad spend.
A company linked to a large “pink slime” network is being hired by big publishers like Gannett: “Pink slime” are site that pretend to be local news outlets but actually have no local staff and don’t disclose they’re politically funded. That’s why it’s a BIG DEAL if the largest newspaper publisher in the US is working with company tied to a network of over a thousand of them, as Steven Monacelli reports for NiemanLab.
Thanks for being with us this week!
Hugs,
Claire & Nandini
This email was sent to [email protected]. Click here to [link removed].
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HOY=3D.
CONFIRMED: Elon Musk=E2=80=99s X lost a HUGE brand safety certification aft=
er our complaint
Hello, folks!
Hope you=E2=80=99re having a great Friday! X CEO Linda Yaccarino probably i=
sn=E2=80=99t.
The company formerly known as Twitter has lost its most coveted seals of ap=
proval in the ad industry. Linda is going to have a much harder time gettin=
g advertisers back now.
Late last summer, we learned that Trustworthy Accountability Group had quie=
tly renewed X=E2=80=99s Brand Safety Certified seal =E2=80=94 and immediate=
ly filed a formal complaint. Anyone who=E2=80=99s been on the platform sinc=
e Elon Musk took it over knows the cesspool it=E2=80=99s turned into. Musk=
=E2=80=99s own antisemitic comments drove away advertisers like Disney, Lio=
nsgate, and Apple.
TAG was formed as an industry body to create trust and transparency in the =
ad marketplace. In reality, it=E2=80=99s a pay-to-play rubber stamp, fundin=
g itself largely through hefty certification fees. It doesn=E2=80=99t do an=
y audits on member organizations itself, instead relying on them to audit t=
hemselves or hire a third party. The only thing it=E2=80=99s independently =
auditing is if a check clears.
Conveniently, TAG also does not update advertisers or the public about the =
outcomes of their investigations. And since TAG CEO Mike Zaneis doesn=E2=80=
=99t respond to our emails, we keep an eye on changes through its online re=
gistry.
This week, TAG's entry for X went from looking like this:
To looking like this:=20
We emailed Todd Miller, TAG=E2=80=99s VP of policy and compliance, and he c=
onfirmed it: =E2=80=9CX Corp does not hold TAG=E2=80=99s Brand Safety Certi=
fied Seal at this time.=E2=80=9D
This is a big blow for X=E2=80=99s ads business =E2=80=94 they=E2=80=99re d=
efinitely not getting back all those advertisers who left over brand safety=
worries.
As for TAG? They are on notice. If Twitter can maintain a brand safety cert=
ification over 9 months, what's the point of TAG?
How did the =E2=80=9Cfirearms-friendly=E2=80=9D ad network get into our sup=
ply chain?
Some interesting drama kicked off on Nandini=E2=80=99s LinkedIn that highli=
ghts how little the ad industry knows about its own financial partnerships.
In a post this week, Nandini called attention to a Topple, an ad network th=
at runs ads for guns and ammunitions companies. Promoting guns and weapons =
is almost universally prohibited by the ad industry =E2=80=94 and yet Toppl=
e had managed to partner with two reputable exchanges: PubMatic and Consuma=
ble. (Both companies have now dropped Topple after we flagged the relations=
hip with them.)
That turned into a feisty LinkedIn exchange when Topple popped up to say th=
at it never partnered with either of these ad exchanges. Despite our eviden=
ce, they claimed that we were wrong.
So who's correct? Obviously us. But it's not straightforward.
Consumable=E2=80=99s CEO told Nandini that Topple was originally accepted i=
nto adtech platform Sovrn's supply-side platform. Sovrn was then onboarded =
as a network onto Consumable's SSP in 2021. According to him, Consumable wa=
s not aware that Topple was in their inventory until Nandini brought it to =
their attention.
Picture it like this: Sovrn loads up a bunch of garbage websites into the b=
ack of their truck. They drive over to Consumable's house, where Consumable=
does a quick inspection =E2=80=94 and then adds Sovrn's websites to their =
existing pile of websites. And then they go to market to find advertisers t=
o run on them.
What does this mean? Consumable and Topple were in a financial partnership =
=E2=80=94 but it's possible that neither of them knew it. The result? The "=
firearms-friendly ad network" had full access to ad budgets.
The only thing that=E2=80=99s clear in adtech is why it looks like an inter=
national money laundering scheme: no one knows who they=E2=80=99re in busin=
ess with.
What We=E2=80=99re Reading
Large Brands Are Still Advertising on Made-for-Advertising Websites After I=
ndustry Outcry: Yet another huge report from Adalytics showed how hundreds =
of brands are paying to advertise on spam sites with help from major ad-tec=
h firms, Catherine Perloff writes in AdWeek. Dr. Krzysztof Franaszek, the m=
an behind Adalytics, appeared on The Big Story podcast to talk about his re=
port and what can be done to stop MFA sites from draining ad spend.
A company linked to a large =E2=80=9Cpink slime=E2=80=9D network is being h=
ired by big publishers like Gannett: =E2=80=9CPink slime=E2=80=9D are site =
that pretend to be local news outlets but actually have no local staff and =
don=E2=80=99t disclose they=E2=80=99re politically funded. That=E2=80=99s w=
hy it=E2=80=99s a BIG DEAL if the largest newspaper publisher in the US is =
working with company tied to a network of over a thousand of them, as Steve=
n Monacelli reports for NiemanLab.
Thanks for being with us this week!
Hugs,
Claire & Nandini
This email was sent to [email protected]. Click here to [link removed]
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<style type=3D"text/css">
li {
text-indent: -1em; /* Normalise space between bullets and text =
*/
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<![endif]-->=20
</head>=20
<body style=3D"min-width: 100%; -webkit-text-size-adjust: 100%; -ms-text-s=
ize-adjust: 100%; -moz-box-sizing: border-box; -webkit-box-sizing: border-b=
ox; box-sizing: border-box; color: #3c4144; font-family: arial,helvetica,sa=
ns-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: l=
eft; font-size: 12pt; line-height: 1.5; width: 100%;"> <!--[if !gte mso 9]>=
<!--><span style=3D"display:none !important; font-size:0px; line-height:0px=
; max-height:0px; max-width:0px; opacity:0; overflow:hidden; visibility:hid=
den; mso-hide:all;"><!--NEONCRM-PREVIEW-TEXT-START---->Your weekly Check My=
Ads community email!<!--NEONCRM-PREVIEW-TEXT-END-----></span> <!--<![endif=
]-->=20
<table class=3D"body" style=3D"border-spacing: 0; border-collapse: collap=
se; vertical-align: top; background: #fff; height: 100%; width: 100%; color=
: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; paddi=
ng: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height=
: 1.5; background-color: #F7F6EE;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left;">=20
<td class=3D"float-center" align=3D"center" valign=3D"top" style=3D"wo=
rd-wrap: break-word; vertical-align: top; color: #3c4144; font-family: aria=
l,helvetica,sans-serif; font-weight: 400; padding: 0; font-size: 12pt; line=
-height: 1.5; margin: 0 auto; Margin: 0 auto; float: none; text-align: cent=
er; border-collapse: collapse;">=20
<center style=3D"min-width: 540px; width: 100%;">=20
<table class=3D"container" width=3D"600" style=3D"border-spacing: 0;=
border-collapse: collapse; padding: 0; vertical-align: top; background: #f=
efefe; width: 600px; margin: 0 auto; Margin: 0 auto; text-align: inherit; b=
ackground-color: #F7F6EE;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left;">=
=20
<td style=3D"word-wrap: break-word; vertical-align: top; color: #=
3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; padding:=
0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1=
.5; border-collapse: collapse;">=20
<table class=3D"row" style=3D"border-spacing: 0; border-collapse=
: collapse; vertical-align: top; text-align: left; padding: 0; position: re=
lative; width: 100%; display: table; margin: 0; Margin: 0; font-family: ari=
al,helvetica,sans-serif; min-height: 16px;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last" style=3D"w=
ord-wrap: break-word; vertical-align: top; color: #3c4144; font-family: ari=
al,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: left; ma=
rgin: 0 auto; Margin: 0 auto; padding-top: 24px; word-break: break-word; wi=
dth: 564px; padding-left: 24px; padding-right: 24px; font-size: 14px; line-=
height: 2em; border-collapse: collapse; padding-bottom: 10px;">=20
<center style=3D"width: 100%; min-width: 532px;">
If you're having trouble viewing this email, you can <a hre=
f=3D"[link removed]
PvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3DFcOikLCVrTfhr6HRu-gi4=
=3D" target=3D"_blank" title=3D"View email online" style=3D"color: #0074d9;=
text-decoration: none; font-weight: inherit; padding: 0; text-align: left;=
line-height: 1.5;">see it online</a>.
</center> </th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row" style=3D"border-spacing: 0; border-collapse=
: collapse; vertical-align: top; text-align: left; padding: 0; position: re=
lative; width: 100%; display: table; margin: 0; Margin: 0; font-family: ari=
al,helvetica,sans-serif;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last" style=3D"w=
ord-wrap: break-word; vertical-align: top; color: #3c4144; font-family: ari=
al,helvetica,sans-serif; font-weight: 400; text-align: left; font-size: 12p=
t; line-height: 1.5; margin: 0 auto; Margin: 0 auto; padding-top: 24px; pad=
ding-bottom: 24px; word-break: break-word; width: 564px; padding-left: 24px=
; padding-right: 24px; border-collapse: collapse; padding: 0;">=20
<center style=3D"width: 100%; min-width: 532px;">=20
</center> </th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row first-row-header only13" style=3D"border-spa=
cing: 0; border-collapse: collapse; vertical-align: top; text-align: left; =
padding: 0; position: relative; width: 100%; display: table; margin: 0; Mar=
gin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif;=
">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 24px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/CRM_News_Header.png" alt=3D"CRM_=
News_Header.png" width=3D"600" align=3D"center" style=3D"outline: none; tex=
t-decoration: none; -ms-interpolation-mode: bicubic; max-width: 100%; clear=
: both; display: block; margin: 0 auto; Margin: 0 auto; float: none; text-a=
lign: center; height: auto;"><!--[if mso]></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"><strong><span =
style=3D"font-size: 18pt;">CONFIRMED: Elon Musk=E2=80=99s X lost a HUGE bra=
nd safety certification after our complaint</span></strong></p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Hello, folks!<=
/p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; fo=
nt-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-si=
ze: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Hope=
you=E2=80=99re having a great Friday! X CEO Linda Yaccarino probably isn=
=E2=80=99t.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sa=
ns-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: l=
eft; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom:=
10px;">The company formerly known as Twitter has lost its most coveted sea=
ls of approval in the ad industry. Linda is going to have a much harder tim=
e getting advertisers back now.</p> <p style=3D"color: #3c4144; font-family=
: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Marg=
in: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: =
10px; Margin-bottom: 10px;">Late last summer, we learned that Trustworthy A=
ccountability Group had quietly renewed X=E2=80=99s Brand Safety Certified =
seal =E2=80=94 and <a href=3D"[link removed]
ick-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-=
Z3DXxYZzbhINhmQZOrHvl_kE=3D" style=3D"color: #0074d9; text-decoration: none=
; font-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">im=
mediately filed a formal complaint</a>. Anyone who=E2=80=99s been on the pl=
atform since Elon Musk took it over knows <a href=3D"[link removed]
.com/emails/tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=
=3D/G45LRDuA6DRErcFTza-Z3Io2vrG6O5E4kOFIqrNitKI=3D" style=3D"color: #0074d9=
; text-decoration: none; font-weight: inherit; padding: 0; text-align: left=
; line-height: 1.5;">the cesspool it=E2=80=99s turned into</a>. Musk=E2=80=
=99s own antisemitic comments <a href=3D"[link removed]
tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA=
6DRErcFTza-Z3DbS27uhd_9hyPTvtWE4h40=3D" style=3D"color: #0074d9; text-decor=
ation: none; font-weight: inherit; padding: 0; text-align: left; line-heigh=
t: 1.5;">drove away advertisers</a> like Disney, Lionsgate, and Apple.</p> =
<p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-w=
eight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: =
12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">TAG was =
formed as an industry body to create trust and transparency in the ad marke=
tplace. In reality, it=E2=80=99s a pay-to-play rubber stamp, funding itself=
largely through hefty certification fees. It doesn=E2=80=99t do any audits=
on member organizations itself, instead relying on them to audit themselve=
s or hire a third party. The only thing it=E2=80=99s independently auditing=
is if a check clears.</p> <p style=3D"color: #3c4144; font-family: arial,h=
elvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; te=
xt-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Mar=
gin-bottom: 10px;">Conveniently, TAG also does not update advertisers or th=
e public about the outcomes of their investigations. And since TAG CEO Mike=
Zaneis doesn=E2=80=99t respond to our emails, we keep an eye on changes <a=
href=3D"[link removed]
X41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3HCJ4kp7EOjVFI9q0vc9=
PvM=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inheri=
t; padding: 0; text-align: left; line-height: 1.5;">through its online regi=
stry</a>.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans=
-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 1=
0px;">This week, TAG's entry for X went from looking like this:</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/searchregistry-1.jpeg" alt=3D"A =
screenshot of TAG's search registry showing X is Brand Safety Certified" wi=
dth=3D"600" align=3D"center" style=3D"outline: none; text-decoration: none;=
-ms-interpolation-mode: bicubic; max-width: 100%; clear: both; display: bl=
ock; margin: 0 auto; Margin: 0 auto; float: none; text-align: center; heigh=
t: auto;"><!--[if mso]></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">To looking lik=
e this: </p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/searchregistry-2.png" alt=3D"A s=
creenshot of TAG's search registry showing X is no longer Brand Safety Cert=
ified" width=3D"600" align=3D"center" style=3D"outline: none; text-decorati=
on: none; -ms-interpolation-mode: bicubic; max-width: 100%; clear: both; di=
splay: block; margin: 0 auto; Margin: 0 auto; float: none; text-align: cent=
er; height: auto;"><!--[if mso]></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">We emailed Tod=
d Miller, TAG=E2=80=99s VP of p<span class=3D"discussion-id-883afa4e-45f2-4=
cbb-a90b-3b79f4484c36 notion-enable-hover" data-token-index=3D"1">olicy and=
compliance</span>, and he confirmed it: =E2=80=9CX Corp does not hold TAG=
=E2=80=99s Brand Safety Certified Seal at this time.=E2=80=9D</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/GIjwlQKWAAAYoTq.jpeg" alt=3D"An =
email from Todd Miller reading: Hi Nandini, I can confirm that, while X Cor=
p remains a member of TAG at present, X Corp does not hold TAG's Brand Safe=
ty Certified Seal at this time. Thank you, Todd. " width=3D"600" align=3D"c=
enter" style=3D"outline: none; text-decoration: none; -ms-interpolation-mod=
e: bicubic; max-width: 100%; clear: both; display: block; margin: 0 auto; M=
argin: 0 auto; float: none; text-align: center; height: auto;"><!--[if mso]=
></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">This is a big =
blow for X=E2=80=99s ads business =E2=80=94 they=E2=80=99re definitely not =
getting back all those advertisers who left over brand safety worries.</p> =
<p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-w=
eight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: =
12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">As for T=
AG? They are on notice. If Twitter can maintain a brand safety certificatio=
n over 9 months, what's the point of TAG?</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"><span style=3D=
"font-size: 16pt;"><strong>How did the =E2=80=9Cfirearms-friendly=E2=80=9D =
ad network get into our supply chain?</strong></span></p> <p style=3D"color=
: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; paddi=
ng: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height=
: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Some interesting <a href=
=3D"[link removed]
vMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3Js0pOOwJ6fUIOLBXjVjIgI=
=3D" style=3D"color: #0074d9; text-decoration: none; font-weight: inherit; =
padding: 0; text-align: left; line-height: 1.5;">drama kicked off on Nandin=
i=E2=80=99s LinkedIn</a> that highlights how little the ad industry knows a=
bout its own financial partnerships.</p> <p style=3D"color: #3c4144; font-f=
amily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0;=
Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bot=
tom: 10px; Margin-bottom: 10px;">In a post this week, Nandini called attent=
ion to a Topple, an ad network that runs ads for guns and ammunitions compa=
nies. Promoting guns and weapons is almost universally prohibited by the ad=
industry =E2=80=94 and yet Topple had managed to partner with two rep=
utable exchanges: PubMatic and Consumable. (Both companies have now dropped=
Topple after we flagged the relationship with them.)</p> <p style=3D"color=
: #3c4144; font-family: arial,helvetica,sans-serif; font-weight: 400; paddi=
ng: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; line-height=
: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">That turned into a feisty=
LinkedIn exchange when Topple popped up to say that it never partnered wit=
h either of these ad exchanges. Despite our evidence, they claimed that we =
were wrong.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sa=
ns-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: l=
eft; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom:=
10px;">So who's correct? Obviously us. But it's not straightforward.</p> <=
p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-we=
ight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 1=
2pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Consumabl=
e=E2=80=99s CEO told Nandini that Topple was originally accepted into adtec=
h platform <a href=3D"[link removed]
-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3P=
9OaLl2R51xnbWqR7teG3U=3D" style=3D"color: #0074d9; text-decoration: none; f=
ont-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">Sovrn=
</a>'s supply-side platform. Sovrn was then onboarded as a network onto Con=
sumable's SSP in 2021. According to him, Consumable was not aware that Topp=
le was in their inventory until Nandini brought it to their attention.</p> =
<p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-w=
eight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: =
12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Picture =
it like this: Sovrn loads up a bunch of garbage websites into the back of t=
heir truck. They drive over to Consumable's house, where Consumable does a =
quick inspection =E2=80=94 and then adds Sovrn's websites to their exi=
sting pile of websites. And then they go to market to find advertisers to r=
un on them.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sa=
ns-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: l=
eft; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom:=
10px;">What does this mean? Consumable and Topple were in a financial part=
nership =E2=80=94 but it's possible that neither of them knew it. The =
result? The "firearms-friendly ad network" had full access to ad budgets.</=
p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; fon=
t-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-siz=
e: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">The o=
nly thing that=E2=80=99s clear in adtech is why it looks like an internatio=
nal money laundering scheme: no one knows who they=E2=80=99re in business w=
ith.</p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-seri=
f; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; fo=
nt-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;"=
><span style=3D"font-size: 16pt;"><strong>What We=E2=80=99re Reading</stron=
g></span></p> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans=
-serif; font-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: lef=
t; font-size: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 1=
0px;"><strong><a href=3D"[link removed]
ink/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3Pu5=
aZ0-GY2Hoy2_Da0Mf3I=3D" style=3D"color: #0074d9; text-decoration: none; fon=
t-weight: inherit; padding: 0; text-align: left; line-height: 1.5;">Large B=
rands Are Still Advertising on Made-for-Advertising Websites After Industry=
Outcry</a>: </strong>Yet another <a href=3D"[link removed]
ils/tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45L=
RDuA6DRErcFTza-Z3DbQXUe4gP01kAtUn0qIOZg=3D" style=3D"color: #0074d9; text-d=
ecoration: none; font-weight: inherit; padding: 0; text-align: left; line-h=
eight: 1.5;">huge report from Adalytics</a> showed how hundreds of brands a=
re paying to advertise on spam sites with help from major ad-tech firms, Ca=
therine Perloff writes in AdWeek. Dr. Krzysztof Franaszek, the man behind A=
dalytics, <a href=3D"[link removed]
KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3DxgQnBd=
CnRiUNWl39P_Lac=3D" style=3D"color: #0074d9; text-decoration: none; font-we=
ight: inherit; padding: 0; text-align: left; line-height: 1.5;">appeared on=
The Big Story podcast</a> to talk about his report and what can be done to=
stop MFA sites from draining ad spend.</p> <p style=3D"color: #3c4144; fon=
t-family: arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin:=
0; Margin: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-=
bottom: 10px; Margin-bottom: 10px;"><strong><a href=3D"[link removed]
ls.com/emails/tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWKDnH=
OY=3D/G45LRDuA6DRErcFTza-Z3LaLez-xY48yFsCPh5AAydA=3D" style=3D"color: #0074=
d9; text-decoration: none; font-weight: inherit; padding: 0; text-align: le=
ft; line-height: 1.5;">A company linked to a large =E2=80=9Cpink slime=E2=
=80=9D network is being hired by big publishers like Gannett</a>:</strong> =
=E2=80=9CPink slime=E2=80=9D are site that pretend to be local news outlets=
but actually have no local staff and don=E2=80=99t disclose they=E2=80=99r=
e politically funded. That=E2=80=99s why it=E2=80=99s a BIG DEAL if the lar=
gest newspaper publisher in the US is working with company tied to a networ=
k of over a thousand of them, as Steven Monacelli reports for NiemanLab.</p=
> <p style=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font=
-weight: 400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size=
: 12pt; line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Thanks=
for being with us this week!</p> <p style=3D"color: #3c4144; font-family: =
arial,helvetica,sans-serif; font-weight: 400; padding: 0; margin: 0; Margin=
: 0; text-align: left; font-size: 12pt; line-height: 1.5; margin-bottom: 10=
px; Margin-bottom: 10px;">Hugs,</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last image" styl=
e=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-famil=
y: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: le=
ft; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; word=
-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px; =
border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;">
<figure class style=3D"margin: 0 0 1rem; Margin: 0 0 1rem;">
<!--[if mso]><center><![end-if]-->
<img class=3D"align-center" src=3D"[link removed]
eoncrm.com/neon/resource/checkmyads/images/CN_Sig2(1).png" alt=3D"CN_Sig2(1=
).png" width=3D"600" align=3D"center" style=3D"outline: none; text-decorati=
on: none; -ms-interpolation-mode: bicubic; max-width: 100%; clear: both; di=
splay: block; margin: 0 auto; Margin: 0 auto; float: none; text-align: cent=
er; height: auto;"><!--[if mso]></center><![end-if]-->
</figure></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row content-row-blockpadding" style=3D"border-sp=
acing: 0; border-collapse: collapse; vertical-align: top; text-align: left;=
padding: 0; position: relative; width: 100%; display: table; margin: 0; Ma=
rgin: 0; background-color: #F7F6EE; font-family: arial,helvetica,sans-serif=
;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last default" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-top: 5px; padding-bottom: 5px;"><p sty=
le=3D"color: #3c4144; font-family: arial,helvetica,sans-serif; font-weight:=
400; padding: 0; margin: 0; Margin: 0; text-align: left; font-size: 12pt; =
line-height: 1.5; margin-bottom: 10px; Margin-bottom: 10px;">Claire & N=
andini</p></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row end-row-footer" style=3D"border-spacing: 0; =
border-collapse: collapse; vertical-align: top; text-align: left; padding: =
0; position: relative; width: 100%; display: table; margin: 0; Margin: 0; b=
ackground-color: #F7F6EE; font-family: arial,helvetica,sans-serif;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last divider" st=
yle=3D"word-wrap: break-word; vertical-align: top; color: #3c4144; font-fam=
ily: arial,helvetica,sans-serif; font-weight: 400; padding: 0; text-align: =
left; font-size: 12pt; line-height: 1.5; margin: 0 auto; Margin: 0 auto; wo=
rd-break: break-word; width: 564px; padding-left: 24px; padding-right: 24px=
; border-collapse: collapse; padding-bottom: 24px; padding-top: 0;">
<div>
<!--[if mso]><center><![end-if]-->=20
<div class=3D"titan__email-divider" style=3D"mso-line-heigh=
t-rule: exactly; line-height: 1pt; height: 1px; border-top-width: 2px; bord=
er-top-style: solid; border-top-color: #A8A29E; margin-top: 12px; margin-bo=
ttom: 12px;" data-color=3D"#A8A29E" data-thicknessnum=3D"2" data-dividersty=
le=3D"solid" data-topnum=3D"12" data-bottomnum=3D"12" data-height=3D"1" dat=
a-lineheight=3D"1">
</div> <!--[if mso]></center><![end-if]-->
</div></th>=20
</tr>=20
</tbody>
</table>=20
<table class=3D"row" style=3D"border-spacing: 0; border-collapse=
: collapse; vertical-align: top; text-align: left; padding: 0; position: re=
lative; width: 100%; display: table; margin: 0; Margin: 0; font-family: ari=
al,helvetica,sans-serif;">=20
<tbody>
<tr style=3D"padding: 0; vertical-align: top; text-align: left=
;">=20
<th class=3D"columns small-12 large-12 first last" style=3D"w=
ord-wrap: break-word; vertical-align: top; color: #3c4144; font-family: ari=
al,helvetica,sans-serif; font-weight: 400; text-align: left; font-size: 12p=
t; line-height: 1.5; margin: 0 auto; Margin: 0 auto; padding-top: 24px; pad=
ding-bottom: 24px; word-break: break-word; width: 564px; padding-left: 24px=
; padding-right: 24px; border-collapse: collapse; padding: 0;">=20
<center style=3D"width: 100%; min-width: 532px;"> <a href=3D=
"[link removed]
L02d-bfYQ4vdxM2fWKDnHOY=3D/G45LRDuA6DRErcFTza-Z3HXGkuS8pX5QvVmeM9R6NGo=3D" =
target=3D"_blank" style=3D"color: #0074d9; text-decoration: none; font-weig=
ht: inherit; padding: 0; text-align: left; line-height: 1.5; margin: 5px; M=
argin: 5px;" title=3D"Facebook"> <img class=3D"email-icon" width=3D"24" src=
=3D"[link removed]
hticons/Facebook.png" border=3D"0" alt=3D"Facebook" style=3D"outline: none;=
text-decoration: none; -ms-interpolation-mode: bicubic; max-width: 100%; c=
lear: both; margin: 0 auto; Margin: 0 auto; float: none; text-align: center=
; border: none; display: inline; margin-top: 8px; margin-bottom: 8px; width=
: auto; object-fit: none; height: auto;"> </a> <a href=3D"[link removed]
mails.com/emails/tracking/click-link/KbxugbvxaHXBX41HPvMyL02d-bfYQ4vdxM2fWK=
DnHOY=3D/G45LRDuA6DRErcFTza-Z3Llac3TEsDEgD6AXfLLOTSQ=3D" target=3D"_blank" =
style=3D"color: #0074d9; text-decoration: none; font-weight: inherit; paddi=
ng: 0; text-align: left; line-height: 1.5; margin: 5px; Margin: 5px;" title=
=3D"Instagram"> <img class=3D"email-icon" width=3D"24" src=3D"[link removed]
myads.app.neoncrm.com/nx/static/img/icons/social-media/lighticons/Instagram=
.png" border=3D"0" alt=3D"Instagram" style=3D"outline: none; text-decoratio=
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CONFIRMED: Elon Musk’s X lost a HUGE brand safety certification after our complaint
Hello, folks!
Hope you’re having a great Friday! X CEO Linda Yaccarino probably isn’t.
The company formerly known as Twitter has lost its most coveted seals of approval in the ad industry. Linda is going to have a much harder time getting advertisers back now.
Late last summer, we learned that Trustworthy Accountability Group had quietly renewed X’s Brand Safety Certified seal — and immediately filed a formal complaint. Anyone who’s been on the platform since Elon Musk took it over knows the cesspool it’s turned into. Musk’s own antisemitic comments drove away advertisers like Disney, Lionsgate, and Apple.
TAG was formed as an industry body to create trust and transparency in the ad marketplace. In reality, it’s a pay-to-play rubber stamp, funding itself largely through hefty certification fees. It doesn’t do any audits on member organizations itself, instead relying on them to audit themselves or hire a third party. The only thing it’s independently auditing is if a check clears.
Conveniently, TAG also does not update advertisers or the public about the outcomes of their investigations. And since TAG CEO Mike Zaneis doesn’t respond to our emails, we keep an eye on changes through its online registry.
This week, TAG's entry for X went from looking like this:
To looking like this:
We emailed Todd Miller, TAG’s VP of policy and compliance, and he confirmed it: “X Corp does not hold TAG’s Brand Safety Certified Seal at this time.”
This is a big blow for X’s ads business — they’re definitely not getting back all those advertisers who left over brand safety worries.
As for TAG? They are on notice. If Twitter can maintain a brand safety certification over 9 months, what's the point of TAG?
How did the “firearms-friendly” ad network get into our supply chain?
Some interesting drama kicked off on Nandini’s LinkedIn that highlights how little the ad industry knows about its own financial partnerships.
In a post this week, Nandini called attention to a Topple, an ad network that runs ads for guns and ammunitions companies. Promoting guns and weapons is almost universally prohibited by the ad industry — and yet Topple had managed to partner with two reputable exchanges: PubMatic and Consumable. (Both companies have now dropped Topple after we flagged the relationship with them.)
That turned into a feisty LinkedIn exchange when Topple popped up to say that it never partnered with either of these ad exchanges. Despite our evidence, they claimed that we were wrong.
So who's correct? Obviously us. But it's not straightforward.
Consumable’s CEO told Nandini that Topple was originally accepted into adtech platform Sovrn's supply-side platform. Sovrn was then onboarded as a network onto Consumable's SSP in 2021. According to him, Consumable was not aware that Topple was in their inventory until Nandini brought it to their attention.
Picture it like this: Sovrn loads up a bunch of garbage websites into the back of their truck. They drive over to Consumable's house, where Consumable does a quick inspection — and then adds Sovrn's websites to their existing pile of websites. And then they go to market to find advertisers to run on them.
What does this mean? Consumable and Topple were in a financial partnership — but it's possible that neither of them knew it. The result? The "firearms-friendly ad network" had full access to ad budgets.
The only thing that’s clear in adtech is why it looks like an international money laundering scheme: no one knows who they’re in business with.
What We’re Reading
Large Brands Are Still Advertising on Made-for-Advertising Websites After Industry Outcry: Yet another huge report from Adalytics showed how hundreds of brands are paying to advertise on spam sites with help from major ad-tech firms, Catherine Perloff writes in AdWeek. Dr. Krzysztof Franaszek, the man behind Adalytics, appeared on The Big Story podcast to talk about his report and what can be done to stop MFA sites from draining ad spend.
A company linked to a large “pink slime” network is being hired by big publishers like Gannett: “Pink slime” are site that pretend to be local news outlets but actually have no local staff and don’t disclose they’re politically funded. That’s why it’s a BIG DEAL if the largest newspaper publisher in the US is working with company tied to a network of over a thousand of them, as Steven Monacelli reports for NiemanLab.
Thanks for being with us this week!
Hugs,
Claire & Nandini
This email was sent to [email protected]. Click here to [link removed].
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