Like many companies, JP Morgan Chase used programmatic buying to purchase online advertising. The process produced ads on 400,000 websites, but not all were good. This article in NY Times can generate a good discussion about how advertising placed on a negative or bad website impacts the person’s view of the brand.

Discussion Questions:

  1. Before reading the NY Times article, if you see an ad on a YouTube video or website that you consider inappropriate, does it impact your view of the brand? Why or why not?
  2. After reading the NY Times article, what are your thoughts about JP Morgan Chase whitelisting websites for its advertising?
  3. Based on this article, do you think it is more important to advertise on a high number of websites, or fewer websites that the brand feels are acceptable? Why?

About Dr. Ken Clow

Co-author of textbook.

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