According to Lauren Tousignant, advertisers were reluctant to associate with Jezebel's content, a key factor in G/O stopping its publication and laying off staff.
Some argue that there is a lack of niche advertising providers for controversial sites, despite numerous products catering to Jezebel's demographic.
Products like political fundraising ads, specific wine brands, and clothing for the body positivity movement could target the Jezebel audience.
Ad companies use AI to analyze articles and display ads selectively, aiming to match content with reader preferences.
Lauren Tousignant revealed that Jezebel's ad sales team considered removing its tagline, indicating the challenges of attracting advertisers to such sites.
Contrary to belief, sites like Jezebel do have ads, with programmatic ads using an auction system where advertisers bid for placement.
Difficulties in attracting advertisers were hinted at by Cox, emphasizing the challenge of balancing a loyal audience with controversial content.
The difficulties in attracting advertisers to sites like Jezebel, which have a loyal audience but also court controversy, were acknowledged by G/O.
Programmatic ads on sites like Jezebel operate on an auction system where advertisers bid for placement.