Even when ads appear on sites and videos marketers don’t want to be associated with, there’s every chance they’ve been delivered to people matching the desired profile. The Google Display Network and DoubleClick Ad Exchange can each place ads across more than two million websites, and even more individual articles and webpages. Google, meanwhile, is incentivized to sell and place ads against as much content as possible because it generates revenue every time it does. It’s a tricky balance to strike, and some advertisers are more comfortable having their ads appear on controversial content than others. Google said it’s working to give advertisers more control over where their ads appear.

Source: Wall Street Journal March 23, 2017 18:56 UTC