Companies have difficulty controlling where their ads appear because of the largely automated nature of online advertising.
Companies spend more than $1 billion on TV ads tied to the men’s basketball tournament, but none of them can use the names or likenesses of the athletes.
GroupM, which oversees billions of digital-advertising dollars, sent its clients a memo warning that ads may run before or after explicit content on Snapchat.
The 50-inch statue, called “Fearless Girl,” was placed near Wall Street on behalf of an investment firm for International Women’s Day and was a hit as a marketing stunt.
Online stars, called influencers, can connect businesses to coveted audiences, but they can also bring companies closer to topics they’d rather not broach.