Amazon Ads has announced modifications in the transparency of URLs and advertising reports after a recent Adalytics report revealed the appearance of ads in places with child sexual abuse material (CSAM). The company is looking to strengthen its brand security controls through the implementation of internal systems and integration with third-party tools.
This move comes as technology companies like Amazon and Google, along with advertising verification suppliers, face scrutiny from US senators over inconsistencies that compromise child safety in the digital ecosystem. According to Digiday, an Amazon Ads spokesman stated that the company is taking measures to prevent its ads from appearing on websites with prohibited content, emphasizing, “We have strict policies against serving ads in this type of content and we are taking measures so that this does not happen again.”
The incident affected a limited number of advertisers, who were reimbursed by Amazon after their ads appeared on websites threatening child safety. However, the company has not disclosed the total amount of reimbursements or the exact number of affected advertisers.
In response, Amazon is implementing new tools to improve the transparency of its advertising offering. Updates in its demand-side platform (DSP) include new detailed reports at the page level through its traffic events API. These improvements aim to provide greater clarity and control to advertisers about where their ads are shown, reinforcing brand security measures. An Amazon Ads spokesman confirmed these changes, noting that the company already offers transparency at the domain level through its inventory report available via its DSP and Amazon Marketing Cloud.
These modifications come amidst growing pressure from advertisers and agencies demanding greater transparency in digital advertising, following the Adalytics report that found ads executed on problematic websites, including CSAM and other content. The digital marketing sector continues to evolve with a renewed focus on brand security and the protection of advertisers against potential reputational risks. Amazon Ads’ response reflects the increasing demand for greater control and visibility in programmatic advertising.
Strengthening Security and Transparency
Amazon’s efforts to enhance transparency and security are part of a broader industry movement. As advertisers and regulatory bodies push for more accountability, companies are being compelled to reexamine their practices and implement more stringent controls. This includes not only the implementation of internal systems but also collaboration with third-party tools to ensure ads are placed appropriately.
Impact on Advertisers and the Industry
The repercussions of such incidents extend beyond the immediate financial impact on affected advertisers. They also underscore the need for continuous vigilance and improvement in digital advertising practices. As the landscape evolves, advertisers are seeking greater assurances about the safety and efficacy of their ad placements. In response, companies like Amazon are adapting, aiming to provide the transparency and security necessary to maintain trust and facilitate successful, risk-free advertising campaigns.