# Ads in Misinformation: An Ad Effectiveness Experiment

A Zefr x Magna case study

## Findings:

**- 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.