What We’ll Do When Ad Tech Dies
“Publishers are economically motivated to use any means to maximize page views. This has spawned a plague of traffic brokers who specialize in traffic laundering at an almost unbelievable scale. It has also caused publishers to devolve user interfaces into the emotionally unsatisfying experiences they are today, motivating users to deploy content blockers, motivating publishers to create countermeasures, elevating the arms race to the next level, resulting in a vortex that is sucking the entire industry into oblivion.
“At its core, ad tech’s sorry state is a function of scale and misguided media procurement strategies. Publishers need more traffic than they can realistically generate because their “real” traffic is undervalued or, some would say, indistinguishable from fraudulent traffic. “
When you analyze the effects of fraud, viewability and ad blocking on the digital display advertising business, then add the ever-increasing abilities of the traffic launderers to game the system, you
via Facebook http://ift.tt/1TWpr4q
through IFTTT
