A few months ago, brands started coming under fire on Twitter for having ads appear on the conservative news site Breitbart. In response, many did pull ads, including advertisers like Allstate and Modcloth. Brands have started taking blacklisting to a new level, including many more conservative sites which should not be lumped in with Breitbart.
“We have had some clients asking if we can ensure their ads do not run on Breitbart or other specific websites, and we have proactively reached out to others to let them know our options when it comes to blocking specific properties and allowing them to review our blacklist,” Marcus Pratt, vice president of insights and technology at Mediasmith, told Digiday. The site also linked to a blacklist reportedly from Mediasmith, which included a broad swath of reputable websites.