Ad Adjacency & Brand Safety Perception Survey

Welcome! Thank you for participating in this survey about online advertising experiences. This brief survey (approximately 13 minutes) asks about your recent ad experiences and your comfort with where ads appear online. Your responses are confidential and will be reported only in aggregate. There are no right or wrong answers—we are interested in your honest opinions. Participation is voluntary, and you may stop at any time.

In the past 30 days, have you noticed any ads while reading, watching, or listening to content online?

• Yes
• No

In which of the following places have you seen ads in the past 30 days? Select all that apply.

• News websites or apps
• Social media feeds
• Video streaming platforms
• Podcasts or music streaming
• Blogs or forums
• Mobile games
• Email newsletters
• Other (please specify)

The next few questions ask how acceptable it is for a brand's ad to appear alongside different types of content.

If you saw a brand's ad next to content you consider inappropriate, how would your trust in that brand change?

Please rank the following ad placement issues from most concerning to least concerning.

1. Misinformation or conspiracy claims
2. Graphic violence or gore
3. Politics or heated political debates
4. Tragedies or fatal accidents
5. Adult or sexual themes
6. Profanity, slurs, or hate speech

What most influences your comfort with ad placement near different types of content?

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65 or older
• Prefer not to say

Thank you for completing this survey. Your feedback will help improve how ads are placed alongside online content.

In the past 30 days, how often did you encounter ads while browsing or streaming content?

How acceptable is it for a brand's ad to appear next to content involving graphic violence or gore?

How acceptable do you find it when a brand's ad appears next to breaking crisis or disaster news?

• Acceptable if the brand's message is sensitive and appropriate
• Acceptable only if the news content is neutral or informational
• Not acceptable under any circumstances
• Not sure

Please rank the following platforms from where you are most comfortable seeing ads to where you are least comfortable.

1. News websites or apps
2. Social media feeds
3. Video streaming platforms
4. Podcasts or music streaming
5. Blogs or forums
6. Mobile games
7. Email newsletters

We'd like to understand your feelings about ad placement in a bit more depth. An AI moderator will ask you a couple of follow-up questions based on your earlier responses.

Which best describes your gender?

• Woman
• Man
• Non-binary
• Prefer another description
• Prefer not to say

In the past 30 days, did you see an ad placed next to content you found inappropriate or disturbing?

• Yes
• No
• Not sure

How acceptable is it for a brand's ad to appear next to adult or sexual content?

To what extent do you prefer ads that are related to the topic of the content you are viewing?

If available, would you use controls to hide ads appearing near certain topics?

• Yes, I would
• No, I would not
• Not sure

Based on your responses in this survey, please share any additional thoughts or feelings about ad placement and brand safety.

In which country or region do you currently live?

• United States
• United Kingdom
• Canada
• Australia
• Germany
• France
• India
• Brazil
• Japan
• Other (please specify)
• Prefer not to say

If you answered 'Yes' above, please briefly describe the content and why the ad felt out of place.

How acceptable is it for a brand's ad to appear next to political news or election coverage?

What is the highest level of education you have completed?

• High school or less
• Some college or associate degree
• Bachelor's degree
• Master's degree
• Doctorate
• Other
• Prefer not to say

How acceptable is it for a brand's ad to appear next to misinformation or conspiracy-related content?

What is your current employment status?

• Employed full-time
• Employed part-time
• Self-employed
• Student
• Unemployed and seeking work
• Not in the labor force (e.g., caregiving)
• Retired
• Prefer not to say

How acceptable is it for a brand's ad to appear next to coverage of tragedies or fatal accidents?

How acceptable is it for a brand's ad to appear next to content containing profanity, slurs, or hate speech?

Which of the following types of content would you prefer brands avoid placing ads next to? Select all that apply.

• Graphic violence or gore
• Adult or sexual content
• Profanity, slurs, or hate speech
• Misinformation or conspiracy claims
• Tragedies or fatal accidents
• Politics or elections
• Crime and court coverage
• Drugs, vaping, or alcohol
• None of the above