Dilemma for online advertisers - a belief system

Context affects perception of ads:

• Targeted negative ads may be acceptable when searching for a product.

• Unsolicited negative ads during TV breaks can be annoying.

Advertiser's dilemma:

• Preference for positive campaigns.

• Need to use negative ads if algorithms favor them to ensure visibility.

Strategies for advertisers:

• Balance negative advertising with providing value.

• Avoid being overly harsh.

• Recognize challenges of opaque search algorithms.