# Ads in Misinformation: An Ad Effectiveness Experiment

A Zefr x Magna case study

## Research

### **Download the full report to learn more, including:**

**\- Not all recall is good:** 61% of participants recalled a brand that appeared next to misleading content, but not necessarily for the right reasons.

**\- A matter of respect:** 47% of participants indicated that a brand’s integrity is compromised by adjacency to misinformation.

**\- Brand reputation suffers:** The exact same ad was seen as less trustworthy when it appeared next to misinformation.

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