The FTC's consent order for the OMG/IPG merger prevents the agencies from blocking ad spend to publishers on political grounds, addressing concerns over potential demonetization of conservative news. Vanessa Otero, CEO of Ad Fontes Media, argues that agency decisions to block sites are based on misinformation and hate speech, not ideology. The order's effectiveness is questioned since it does not stop brands from directing agencies to block sites based on politics, leading to concerns about enforceability and potential loopholes in the order.
The FTC's consent order for the upcoming OMG/IPG mega-merger prohibits the two agency holding companies from blocking ad spend to publishers based on politics and ideology.
Agency decisions to block certain websites from ad campaigns have nothing to do with political ideology, according to Vanessa Otero, founder and CEO of Ad Fontes Media.
The FTC order only prohibits agencies from deciding, on behalf of brand clients, to block ad spend based on the site's politics, while brands can still direct agencies to block sites.
According to Jared Belsky, the FTC order has as many holes as a piece of Swiss cheese due to the realities of media buying.
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