In today’s digital landscape, where misinformation, scams, and manipulation run rampant, ensuring brand safety and transparency in the advertising industry has become more crucial than ever. Claire Atkin, co-founder and CEO of Check My Ads, has emerged as a passionate advocate for holding adtech companies accountable and providing advertisers with the tools they need to protect their brands and support ethical practices. Let’s delve deeper into her journey and the initiatives Check My Ads is advocating for to create a more ethical and transparent adtech landscape.
Claire Atkin’s passion for brand safety is second only to her business partner, Nandini Jammi. In 2016. Jammi revealed to thousands of advertisers that their ad campaigns were inadvertently funding the racist and bigoted website Breitbart.com. This revelation prompted over 4000 advertisers to withdraw their support, resulting in Breitbart losing a staggering 90% of its projected revenue within three months. Prior to this campaign, many advertisers were unaware that their ads were appearing alongside harmful content. Reflecting on this awakening, Atkin remarks, “Up until that campaign, advertisers had no idea they were funding some of the worst content on the internet with their ad campaigns.”
Recognizing the lack of power that advertisers have to address these issues, Atkin emphasizes the need for a watchdog to restore transparency to the adtech industry. Adtech companies wield significant control, and Check My Ads aims to empower advertisers by providing them with the information and tools necessary to make informed decisions about where their ads are placed. By doing so, Check My Ads holds adtech companies accountable and allows advertisers to reclaim control and ensure brand safety.
Beyond exposing the tactics used by adtech companies, Check My Ads is actively advocating for specific solutions and initiatives to foster a more ethical and transparent adtech landscape. Atkin acknowledges the frustration that many individuals encounter online, whether it’s being exposed to lies, scams, or manipulation, particularly in areas such as political content, human rights discussions, and cultural conversations. She attributes much of this frustration to unregulated middlemen in the advertising industry who profit significantly while operating behind the scenes.
Check My Ads firmly believes that advertisers and citizens have the right to know how their resources are being utilized. As part of their advocacy efforts, Atkin explains, “We advocate for advertisers to be able to check their own ad campaigns, for instance.” This emphasis on empowering advertisers aligns with Check My Ads’ goal of ensuring transparency and providing advertisers with the ability to verify and control where their ads appear. Check My Ads also advocates for middlemen to report the percentage of ad campaign budgets they take as payment, introducing accountability and further transparency into the industry.
The organization is diligently working on building a roadmap for transparency, with the aim of enabling advertisers and citizens to navigate the adtech landscape with greater confidence. By demanding accountability and driving ethical practices, Check My Ads seeks to transform the advertising industry into a space where harmful content is less likely to be funded, offering a safer digital environment for all.
One of the significant challenges faced by Claire Atkin and her team at Check My Ads is the inherent opaqueness of the advertising industry. The multitude of players operating behind the scenes, profiting from the existing system, makes it difficult to understand and advocate for the right changes. However, Atkin remains optimistic, stating, “We’re working on figuring out what’s going on and how to advocate for the right people.” Through their dedicated efforts, Check My Ads is positioning itself to unveil the inner workings of the industry, identify areas for improvement, and champion transparency and accountability.
On a personal level, Atkin acknowledges that her life has undergone tremendous change compared to her previous role as a marketer. Navigating these changes has presented its own set of challenges. She is driven by her unwavering commitment to safeguarding brands and promoting transparency in the advertising industry.
Claire Atkin’s passion for brand safety and her role as the co-founder and CEO of Check My Ads have made her a leading advocate for accountability and transparency in the adtech industry. Through Check My Ads’ initiatives, advertisers are empowered to protect their brands and demand greater control over their ad campaigns. By exposing the tactics of adtech companies and advocating for transparency, Check My Ads strives to create an internet that works for everyone, not just technology companies. more ethical and transparent adtech landscape, ensuring a safer digital environment for all.
Published by: Khy Talara
