Controversial digital ad placement leaves tech companies scrambling

Advertisers are increasingly sinking tons of money into figuring out how to reach plugged-in shoppers through computers, tablets and smartphones. The industry drew in $37 billion last year and is projected to reach nearly $60.5 billion by 2017, according to eMarketer. But digital ads can leave tech giants such as Facebook, Yahoo or Google torn between the needs of advertisers and their obligations to their users.

Ads for knockoff Louis Vuitton bags could pop up on the luxury retailer’s official Facebook page. A Toyota ad might show up on a news article about a car crash. Or an ad for Dove, which prides itself on promoting women’s “Real Beauty,” could show up on a Facebook page glorifying domestic violence. Such situations have forced the tech companies hosting the content to scramble to address concerns from advertisers and users.