Contextual mishaps always existed in the days before digital. Ads always got placed next to editorial their buyers wish had not been there.

But it is the control, power and automation promised by digital that has made media placement faux pas harder to take.

That is a takeaway from one digital agency exec currently undertaking an audit of every brand client’s risk tolerance.

“Risk is a client by client decision,” says Doug Rozen, 360i Chief media officer, in this video interview with Beet.TV.

“We sit with every client. In fact, it’s something we’re doing in Q1 this year, with every single client. We are helping them reclassify their risk.

“In many cases, it might remain the same. We give the client a risk score based on what their tolerance is, what their willingness is, what their brand and audience are like. Therefore, for most clients, we do not look at news programmatically. What we do though look at is the individual.”

In the last couple of years, advertisers that have embraced automated buying became concerned at occasional appearances next to unsavory content.

Now some are even questioning whether to appear on news sites at all, such is the deteriorating tenor of public debate in current affairs.

But, for Rozen, who says: “There’s no such thing as 100% risk free digital media,” bad news can also be good news.

“We’re excited about the fact that attention is being put towards the news, real news, good conversation,” he adds.

“I think that’s what we’re really looking at, is the conversation aspect of it, not just buying banners and buttons that surround the news.”

This video is part of a Beet.TV series exploring the dynamic news landscape and opportunities for marketers.  The series is sponsored by CNN.  For more from the series, please visit this page.