JPMorgan Chase’s chief marketing officer, Kristin Lemkau.Getty/John Lamparski
When some brands’ ads ended up next to troubling videos on YouTube last March, JPMorgan Chase responded by pulling its ads from the platform.
Dissatisfied with YouTube’s slow response, the bank decided to take matters into its own hands and create an internal tool to make sure that its ads don’t end up next to unsavory content on YouTube, only going back to YouTube after testing the tool.
The company developed its own proprietary algorithm in-house, and it plugs into YouTube’s application programming interface (API) to select “safe” channels for its ads to appear on at scale. The algorithm was built by its internal programmatic and media-buying teams.
“When news broke about ads finding their way next to horrific pieces of content, we paused our efforts and pulled our ads from YouTube,” Jake Davidow, the executive director of media and channel strategy at JPMorgan Chase, told Business Insider. “We wanted to figure out a scalable solution and make sure we got it right.”