Vatican helps launch church-approved ads for Catholic websites

Published: Friday, Sept. 21 2012 2:00 p.m. MDT

In this picture made available by the Vatican newspaper Osservatore Romano, Pope Benedict XVI greets the faithful after the Urbi and Orbi blessing at the end of the Easter Mass in St. Peter's Square at the the Vatican Sunday, April 8, 2012.

Associated Press

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Our take: For any website owner, determining how to manage ads and ad generators can be a hassle. For owners of religious sites, it can be even more complex, especially when trying to avoid inappropriate advertisements that may be created using context ad generators. This article from The Washington Post's On Faith blog explores how a new Italian startup is offering Catholic sites faith-friendly ads.

VATICAN CITY An Italian startup is launching a web advertising platform that aims to provide Catholic websites with Catholic-approved advertisements.

The platform, called AdEthic, will be presented on Thursday (Sept. 20) at a press conference in Rome, as part of a wider Catholic project to engage in social media.

According to Andrea Salvati, a manager at Google Italy who will take the role of CEO at AdEthic in October, the platform wants to tap into the vast Catholic online market that has so far been unable or unwilling to use advertisements.

Many Catholic webmasters are scared that inappropriate advertisements, such as sexually related content or messages from bogus religious groups, will be displayed on their pages by context-sensitive automatic ad generators such as Googles AdSense, said the Rev. Paolo Padrini, an Internet-savvy priest.

Read more about new ads on Catholic sites on The Washington Post.

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