In the wake of The Atlantic's Scientology brouhaha, corporate parent Atlantic Media is close to finishing up a reevaluation of its native ad policies.
On Jan. 15, The Atlantic pulled the controversial Church of Scientology ad (which had been labeled “sponsored content”) and replaced it with a statement reading, “We have temporarily suspended this advertising campaign pending a review of our policies that govern sponsor content and subsequent comment threads.” In an official apology, it said, “We now realize that as we explored new forms of digital advertising, we failed to update the policies that must govern the decisions we make along the way…We are sorry, and we're working very hard to put things right.”
According to a spokesperson, The Atlantic is still planning to live up to its words. “We're currently in the process of reviewing our digital advertising policies across the board,” the rep emailed. “Once that review is complete and we have clarified those policies internally, we look forward to discussing them.”
This doesn’t mean that The Atlantic is abandoning its digital ad unit, having stated in its apology, “We remain committed to and enthusiastic about innovation in digital advertising.”