When Do Advertisers Know What They're Buying?

Many advertisers find themselves working damage control after their ads run in TV programs or online in an environment that is offensive or objectionable to many of their consumers.  In the more recent case of Fox News and Bill O'Reilly, after he was publically alleged to have sexually harassed several women, advertisers decided to pull their ads. Then, because it hit them in the pocketbook, Fox took action and let him go with a big payout.  This is not the only kind of situation to be problematic for advertisers.  When Fox's Sean Hannity began promoting a conspiracy theory about the death of DNC staffer Seth Rich, a few advertisers moved to the sidelines.  What is most interesting is that these matters almost never result in a loss of audience.  There is growing evidence, however, and hard data that points to the fact that the contextual environment surrounding ads plays a large part in how viewers feel about the advertiser.