AdMonsters Playbook: How Bad Ads Affect Consumer Perception of Publishers

By Susie Stulz May 31, 2023

Is there a connection between bad ads and media distrust? How does seeing bad ads affect consumers’ perception of the sites and apps that display them? Specifically, we wanted to understand:

  • Do bad ads prompt users to leave a news site or app? Do they report those poor experiences to the publisher?
  • What is the impact of a bad ad on the consumer’s propensity to return to that site, recommend it to others, or make a purchase on it?
  • Do bad ads send users a message that publishers care more about making money than they do about their safety?

To gain that understanding, we surveyed 250 consumers about the impact of a “bad” advertisement on their perceptions of a website or app. We defined a bad ad to survey takers as “any advertisement — including the web page or app that clicking on it brings you to — that you find unpleasant, inappropriate, untruthful, or has some kind of computer virus associated with it.”

Then we talked to publishers to hear their reactions to the data, and also learn some pro tips that we could pass on to our readers.

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Your Security Partner for Ad Quality

This playbook, created in partnership with GeoEdge, will dive into the results of our survey, highlighting both the challenges and solutions.