- The New York Times dealt with an awkward side effect of ad tech last weekend when an ad for oil company Statoil appeared next to article praising the company.
- The piece "The Downside of Boom" profiled oil companies in North Dakota and cast them in a negative light—except for Statoil which the piece praised for its safety record.
- The ad was delivered from an automated auction and wasn't meant to be a paid endorsement from New York Times.
The problem the New York Times— and the industry as a whole—learned is that anything automated cannot account for every possible scenario. The situation brings to light a need for review of ad placement even if it's all purchased programmatically. There's still a balancing act that the industry is figuring out.