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by • 7 January, 2009 • LUXURY MARKETING, REAL ESTATE, TRAVEL / HOSPITALITYComments (0)1331

Ad Serving Shouldn’t Be a Gamble

A rather terrible article on the economic drought in Las Vegas hit the web in the pvegas-articleast two weeks: first on LATimes.com, then picked up on Boston Globe’s Boston.com. The article speaks of low hotel occupancy rates, but what shocked us most about the LATimes.com article wasn’t its contents, but what appeared alongside it: An ad for a Las Vegas hotel. Seriously. Right next to the very paragraph mentioning that room rates at the Wynn have dropped 50%.

What happened here? Clearly the media buyer failed to use any form of contextual targeting methods to avoid appearing next to this negative content. The ad serving was left to chance. And the house always wins. Ok, that play on words was a little indulgent…

Bottom line: Ad serving shouldn’t be a gamble, and ads shouldn’t have to appear next to negative content.

For more information on the ins and outs of smart online media buying, call Criterion Global today.

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