Context Adjacency: A Data-Driven Approach to Concerns Around the Risk of Content Adjacent to Ads

As the advertising industry continues to evolve at a rapid pace, previous research on context adjacency is no longer aligned with current industry standards. On October 12, 2022, speakers from Meta and the ARF discussed the work that was done to build the foundations for developing data-driven definitions and measurement tools for context adjacency – and the findings of this research. Further topics of discussion included whether there is minimal-to-no association for content adjacent to ads regardless of risk severity of content, if ad adjacency to risky content impacts brand value, and tangible ways that businesses can utilize this research to build more meaningful connections with their audiences.