AdTech News And Editorial
Facebook now owns the audience. Facebook now owns the monetization mechanism. Facebook now owns the publishing platform (Instant Articles). If publishers don't realize that they're competing directly with Facebook and other social networks, they won't be around much longer. But do they have a choice?
Before the cleanup, 90% of AppNexus ad impressions were fraudulent. Fraudulent. Sure, basic supply and demand principles may have resulted in a fair price adjustment on inventory for everyone involved, but that's still a giant pile of cash being doled out for fake traffic.
The real question is this: which other exchanges are hiding the rampant fraud (Google?) and is this public expose AppNexus is doing on their internal efforts to right the proverbial ship going to pay dividends and secure trust from customers moving forward? Likely.
From the article:
Only 0.33% of ad blocker users added an ad block exception for the publisher. Of those users, one-third only made temporary exceptions. Just 0.22% permanently whitelisted the publisher.
The information from PageFair (above) suggests that the public plea may be falling on deaf ears. But, others are reporting tremendous success with similar programs. Forbes has reported 42 percent of those asked have either whitelisted or disabled their ad blockers.
It'll be interesting to see how this plays out in the coming months. If you know of other publisher's blogging about their experiments with ad block, please let us know.
AMP is a nice attempt at cleaning up the web and punishing those who abuse advertising online, but there are also dangerous things to consider, like, will AMP sites get priority listing in search over non-AMP sites? We pointed out in a previous story that Facebook now owns publishers, and now it looks like Google is also trying to control publisher access through search.
From the article:
Ad fraud and traffic quality are problems that are impossible for ad exchanges to completely eradicate. Honest and legitimate publishers — the kind who invest in quality content and hold the powerful to account — receive lower CPMs for their hard-earned inventory. The only people who make serious profits are the fraudsters and those who turn a blind eye to their activities.
Sssoooo... what happens in 2017 to exchanges who aren't able to eradicate fraud, and why is it so difficult?