Nandini Jammi is the Co-Founder of Check My Ads, a brand safety training that empowers marketers to protect their brands. Nandini educates marketing teams on how their digital ad dollars are being misused and how to protect their brands online.
Learn more about how your ads are probably being shown on websites that don’t align with your personal and business values , the issues of automated auditing, improving ad awareness, and brand safety.
Listen to the Podcast version of this episode:
Name: Nandini Jammi
What She Does: Co-Founder of Check My Ads
What are the Issues with Automated Auditing Solutions and the Advertising Supply Chain?
Many companies don’t audit their ads, and some rely on automatic auditing tools. Nandini explained that she does not believe in the use of automatic software to audit ads. Why is that not a good solution?
“I think my biggest takeaway from my investigation into the ad tech industry is that the advertising supply chain wants to serve your ads on the bad sites. They don’t want you to know where your ads are being served, and they have designed their products in such a way that you won’t know where your ads are going,” Nandini said.
“A lot of these companies are in agreement and pushing the same message that, ‘We’re taking care of your ads, don’t worry. We have brand safety under control. We have the latest technology that helps us to sort out where your ads are being distributed.’ The very simple fact is that it is not true. Instead, what they’ve done is invested in a marketing strategy to misinform marketers about how their ads are being placed.”
How Can We Improve Our Awareness of Where Our Ads are Being Placed?
After marketers are educated about ad safety, what can we do to continue to educate? Nandini explained that it’s getting harder and harder for marketers to educate themselves on how to do better ads and better use of budget, so what is next?
“This is the million dollar question,” Nandini said. “We just looked at it from all sorts of angles and the only conclusion that we could come to is that you have to check your ads because the conversion can’t start until then.”
Nandini goes on to explain that when she and her Co-Founder, Claire Atkin, started Check My Ads, they thought that people would want to save money. It turned out however, that companies cared more about where it is that they should be advertising. The question then became: Where do you draw the line on your media buy? Most of these companies haven’t had these conversations because they’ve handed off their ads to these third parties for so long.
“Once companies are able to understand the issues and create their own definitions for what is acceptable and not acceptable for their media buy, that’s when we’re in business, literally and figuratively,” said Nandini. “What we hope to see is that there’s a domino effect, and a cultural shift in how these decisions are made.”
Brand Safety is a Journey
“When you check your ads, and you see things that shouldn’t be there, the question becomes, well, why didn’t you find it before? And so the thing that I try to stress is that, brand safety is a journey and this is not something that we are going to get right on day one,” Nandini said.
Almost every company can be found finding issues with their ads, including companies like PNG and MasterCard. It’s a tough and opaque industry that marketers work in but the best thing you can do is check your ads. Nandini says that checking your ads puts you ahead of the game because you’re already doing it. She continues on to say that it’s not too late to start checking. Each of us can do our part to make the need to check your ads a thing of the past.
Nandini’s Top Quotes:
“You have to check your ads, because the conversation doesn’t start until you look over your site list and you realize your ads have been placed on all the sites you don’t want.”
“Brand safety is a journey, and this is not something that we are going to get right on day one. And that’s okay because we’re all in the same boat. The best thing that you can do is check your ads, because you’re now ahead of the game.”
Check out these resources from the episode.