Warning: This story contains references to child sexual abuse, exploitation and pornography.
A report by ad tech researchers at Adalytics sent shockwaves through the industry with claims some of the world’s biggest brands have unknowingly served their ads on websites featuring explicit and illegal content, including child sexual abuse material (CSAM).
As part of the report, Adalytics claimed there were at least 80 advertisers whose ads had run on imgbb.com, a free, ad-supported image-sharing site that does not require user registration. The site is accused of hosting explicit imagery of children since at least 2021.
The disturbing findings have led to growing concern among advertisers about the transparency and safety of their ads within the digital media landscape, as it’s clear a lack of brand safety systems are failing to ensure ads do not appear on rogue sites.
Cam Dinnie: ‘This Adalytics report is shocking, but not surprising. Kargo has a different model to other SSPs.’
Many SSPs and ad tech vendors have inadvertently allowed ads to appear on highly inappropriate and harmful content, putting some global brands at significant reputational risk.
But now, following the report, ad tech giant Kargo, who were one of only two SSPs to emerge unscathed from the report – has responded by reassuring clients across the globe.
‘Kargo has a different model to other SSPs’
Cam Dinnie, Kargo’s APAC Director of Operations and Strategy said, “This Adalytics report is shocking, but not surprising. Kargo has a different model to other SSPs. From day one, Kargo has prioritised curation, brand safety, and transparency by working directly with trusted publishers.”
The Adalytics report highlighted that only two SSPs – Kargo and TrustX – were in the clear, with Kargo being the only scaled SSP to be named.
Robert Leach, Kargo’s APAC General Manager has now urged brands to rigorously reassess how and where their digital campaigns are running.
“Companies work very hard over years and years to build trust and confidence in their brands. But having their ads appear within pornographic or unsafe content can destroy all that trust in a heartbeat,” he said.
“Brands partnering with Kargo through PMPs or the open exchange can rest assured that their ads are served to real people on premium
sites – aligning with their values and safeguarding their reputations.”
There are also fears brands could be increasingly vulnerable to ad misplacement on social media platforms – as reduced safety checks are introduced.
As a result Kargo is calling for greater transparency and accountability across all digital platforms to ensure there are safety measures in place.
Kargo claim their invitation-only marketplace, strict Publisher Scorecard audits, and commitment to eliminating low-quality supply and MFA (Made for Advertising) sites provide a model for how SSPs can take greater responsibility for their content.