Old Mutual

(28 September 2018)

Comment from Old Mutual Chief Communications Officer, Ms Tabby Tsengiwe

As a company that zealously guards its reputation for being a trusted and responsible business, we vet and use only reputable media agencies. They work very hard to prevent our banner advertising from being displayed on inappropriate and fake news websites.

However, despite the use of blacklisting and other strategic tools, the challenge is ongoing, given the proliferation of fake news websites and the fact that Google’s advertising inventory makes the uncharted distribution of ads possible.

If a user has visited a fake news website that has advertising inventory available, the retargeting algorithm is designed to follow the user.

Example:
I visit www.zando.com and I view a pair of red shoes. I do not purchase these shoes.
I visit www.news24.com and in the 300 x 250 ad unit alongside the article, the same pair of red shoes is displayed.
I visit www.fakenews.com and in the 300 x250 ad unit alongside the article, the same pair of red shoes is displayed.
etc.

We strive to protect our brand through constant vigilance and by supporting investigative journalism – like yours – that raises consumers’ awareness of the online challenges advertisers face.