The article critiques the predictable corporate responses to recurring ad technology scandals that leave consumers skeptical. It dissects the common platitudes used by companies, revealing the empty meanings behind them. By breaking down the language of corporate communication, it uncovers the disparity between their stated commitment to brand safety and the reality of their chaotic and reactive approaches following brand crises. This reflection serves as a call to see through the smoke and mirrors of corporate PR during such controversies.
"We are working closely with our partners to investigate." means "We have no idea how our ads got there, and neither do the vendors we pay to know."
"We take brand safety incredibly seriously." means "We'll act like this is the first time it's happened, even though it happens constantly."
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