Bad Ads: All The Ways Ads Misbehave And How To Stop Them

January 22nd, 2024

With contributors:

Emily Collins , Melissa Bongarzone , Jay Pattisall , Tina Moffett , Sandy Carielli , Shynise McElveen , Christine Turley

Summary

All marketers suffer the consequences of ads that use inappropriate or malicious content to confuse or scam consumers. Members of Forrester’s ConsumerVoices Market Research Online Community (MROC) say that exposure to any bad ad erodes their trust in all advertising and brands. And the problem is about to get much worse thanks to generative AI (genAI) and the reach of modern advertising technology (adtech). This report helps marketers understand the different types of bad ads, the damage they do, and provides three steps they can take to stop bad ads.

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