Samsung has pulled its ads from appearing against potentially damaging content available via apps on the Google Android Market.
The brand's media agency Starcom MediaVest contacted Google to delete ads served with content streamed on an app called Free Music Download.
The app, which has since been removed from Android Market, let users download and store music to their phone free of charge. Samsung was concerned this was in breach of the music's copyright.
It's understood that the company's ads appeared on the app as part of a wider mobile purchase across Google's content network, which is now rolled out across mobile.
However, industry sources claimed the inventory hasn't been subjected to a rigorous enough quality assurance scheme.
Display ads from brands including Betfred, LivingSocial and Wonga were also observed on similar apps.
None of the advertisers concerned was able to comment by the time new media age went to press. A Google spokeswoman declined to comment on the ads being served via the Free Music Download app as it was uncertain whether they were served by Google or a third party.
According to Oli Newton, head of emerging platforms at Starcom MediaVest, the cases highlight the potential for ad misplacement on mobile, adding that tighter regulation from trade bodies, including the IAB and IPA, and the wider industry was required as preventative measures.
Alex Kozloff, senior mobile manager at the IAB, said, "We keep a keen eye out for ads being misplaced through our agency ambassador programme. It's not something that I'd say was commonplace and not something that's unique to Android, because it could just as easily happen on the open mobile internet."
Copyright: Centaur Communications Ltd. and licensors
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