This Ad Stinks: Let Readers Vote

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com/research/stocks/snapshot/snapshot.asp?symbol=NYT'>NYT), and Oprah. "We have certainly gotten thousands and thousands of users through StumbleUpon," says Bloom, who's now eyeing other forms of social-media advertising that would allow users to judge his site.

It's Tough to Let Go

Of course, not all advertisers are enthusiastic, since the approach flies in the face of traditional marketing philosophies. For companies that have long aimed to shape what consumers think and feel about their brands, it can be difficult to willingly expose themselves to public criticism. "It's a cultural change for brands that are used to having more control over their communication," says Matt Freeman, CEO of digital-media advertising company GoFish (GOFH) and founder of DDB Worldwide, a digital ad agency now owned by Omnicom Group (OMC). "And cultural changes take time."

StumbleUpon's Camp says some marketers have asked to have the tally of negative ratings for their sites hidden. But the answer is always no. "You have to take the negative criticism and learn from it," Camp says.

The problem for advertisers is that while they're learning, users can post gobs of negative feedback for all to see. General Motors (GM) found that out when it launched an online campaign in 2006 asking Web surfers to create a digital commercial for a Chevy sport-utility vehicle. Hundreds of people used materials on the site to create negative campaigns relating to the poor fuel efficiency of SUVs. Still, a GM spokesperson maintains that the campaign was a success since 80% of the ads created were favorable.

Some advertising experts say it's better to see the negative feedback on an ad you place within these social sites rather than have it pop up on blogs, social-network pages, and other sites where you may never see it. "It's sort of like how taking your medicine right away is better," says Dave Morgan, who used to head advertising strategy for AOL and is now chairman of The Tennis Co., a tennis media firm. "That said, probably the majority of marketers are not yet comfortable with it."

Holahan is a writer for BusinessWeek.com in New York.