“Then last fall, Revcontent’s founder and CEO John Lemp reached out for help reducing the racy ads. The times had changed, even for a web advertising in Florida. He credits the birth of his second daughter for his sudden desire to strip the racy ads from his network. He references the #MeToo movement as the reason for the startup’s expeditious wokeness. And sure those things count, but there’s an immediate business reason for Revcontent to position itself as clean well-lit place for web advertisers: as premium advertisers grow increasingly skittish about the material that surfaces adjacent to their brands on the web, choosing to lay off the cleavage shots is a marketing opportunity. So Lemp invited Halverson to visit the company’s Sarasota headquarters, learn how his business works, and help Revcontent figure out which ads exploit and degrade women.”
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