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How Much of Your Audience Is Fake?
Article

How Much of Your Audience Is Fake?

Marketers Thought the Web Would Allow Perfectly Targeted Ads. Hasn't Worked Out that Way.


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Editorial Rating

8

Qualities

  • Innovative

Recommendation

When digital advertising first took off, businesses believed it would enable them to reach their target markets at a fraction of the cost of traditional advertising methods. This wasn’t the case. Business reporters Ben Elgin, Michael Riley, David Kocieniewski and Joshua Brustein reveal why online advertising isn’t always as lucrative as companies hope it would be. They explain how advertisers may unknowingly pay for ads that are mostly viewed by software on fake websites and describe the tactics some advertisers have begun using to protect their investments. getAbstract recommends this analysis to anyone with an interest in the evolution of online advertising.

Take-Aways

  • When online advertising first became available, businesses believed it would draw a similar audience as ads on TV, but for a fraction of the cost.
  • It’s expensive to buy traffic made up of human viewers, so some publishers buy cheap traffic from brokers, which is often inflated with nonhuman views of fake websites.
  • Some advertisers don’t mind nonhuman traffic because it makes advertising cheap, but others are using software to detect how much site traffic is real so they can only advertise on high-quality websites.

About the Authors

Ben Elgin and Michael A. Riley are reporters for Bloomberg Business. David Kocieniewski is a business reporter. Joshua Brustein is a writer for Businessweek.com.


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    A. 8 years ago
    20% online ad views by human beings? Wow, I didn't think that so many people still aren't using an ad blockers, which is highly recommended to do. Not only for the sake of an uncluttered surfing experience, but also for privacy and security reasons: http://www.theguardian.com/technology/2016/mar/16/major-sites-new-york-times-bbc-ransomware-malvertising