New York Times Turns Ads Off On 'Sensitive' Stories

from the advertising-sensibilities dept

I was looking at the HTML source of a recent New York Times story about a tragic plane accident?150 people feared dead?and noticed this meta tag in its head:

<meta property="ad_sensitivity" content="noads" />

There are no Google results for the tag, so it looks like it hasn’t been documented, but it seems like a pretty low-tech way to keep possibly insensitive ads off a very sensitive story?an admirable effort. It’s interesting in part because it’s almost an acknowledgement that ads are invasive and uncomfortable. They cross over into the intolerable range when we’re emotionally vulnerable from a tragic story. Advertisers know this too, and the New York Times might stipulate in contracts they’ll try to keep ads off sensitive pages.

If I had to guess, I’d say this is probably a manual switch in their CMS. It would be interesting to see what sorts of stories get dubbed unfit for ads, though scraping enough article pages to get that information might raise some eyebrows on that side of the paywall.

(This information, by the way, doesn’t have to be exposed for keeping ads off pages they serve. But it could help with debugging, and definitely could be useful for syndication and maybe even displaying in official apps.)

This isn’t the first example of companies declining to advertise against tragedies. Five years ago a user documented that Gmail doesn’t show ads on emails that contain words from a certain blacklist, at a certain density?one sensitive word per 167 “normal” words.

Reposted from parker higgins dot net

Filed Under: , ,
Companies: ny times

Rate this comment as insightful
Rate this comment as funny
You have rated this comment as insightful
You have rated this comment as funny
Flag this comment as abusive/trolling/spam
You have flagged this comment
The first word has already been claimed
The last word has already been claimed
Insightful Lightbulb icon Funny Laughing icon Abusive/trolling/spam Flag icon Insightful badge Lightbulb icon Funny badge Laughing icon Comments icon

Comments on “New York Times Turns Ads Off On 'Sensitive' Stories”

Subscribe: RSS Leave a comment
6 Comments
Rocco Maglio (profile) says:

This is standard practice

Turning off ads and/or comments on sensitive stories is common in the industry. Usually this is done by not printing the ad server javascript when the story is sensitive. Advertisers would be very annoyed if their hotel ad ran on a bed bugs story or any ad on a gruesome tragedy. I don’t think I would trust the meta tag and continue to not print the javascript.

Add Your Comment

Your email address will not be published.

Have a Techdirt Account? Sign in now. Want one? Register here

Comment Options:

Make this the or (get credits or sign in to see balance) what's this?

What's this?

Techdirt community members with Techdirt Credits can spotlight a comment as either the "First Word" or "Last Word" on a particular comment thread. Credits can be purchased at the Techdirt Insider Shop »

Follow Techdirt

Techdirt Daily Newsletter

Techdirt Deals
Techdirt Insider Discord
The latest chatter on the Techdirt Insider Discord channel...
Loading...