Ad Blocking – A Binary Solution To A Complex Problem
Publishers will be forced to search new business models if the adoption of ad blockers continues, as monetization via advertising is their key profit driver. Why is this? When someone visits a site, the publisher there has the right to show them an ad to stay in the business, as simple as that.
Consumers have the right to feel frustrated by the state of online publishing and advertising. Even though native ads have progressed and sponsored content started encouraging better consumer experience, many websites today are stuffed with low-value ads that don’t contribute to the user experience.
There’re many things, like content, native ads, pop-ups and the like, that grab consumer’s attention. Moreover, another diminishing factor is ads that slow down browsers and eat up mobile data, as well as non-premium sites that might serve ads loaded with malware. But no matter how valid these arguments may seem, they don’t justify the undermining the entire industry stream.
Can’t See the Digital Forest for the Trees? Implementing a Data-Driven Marketing Strategy
The ability to survive in the tech environment of today is based on our ability to integrate, analyze and redefine. Even though they possess more efficient weapons in our hands today, marketers still fail to use their full potential due to lack of time, skills, or courage.
The implementation of a data-driven marketing strategy based on insights and decisions resulting from customer data analysis, can help businesses craft their strategies based on specific details, and that data can come from many different sources.
By sorting, formatting, and analyzing that data, marketers can get better insights of how they can use it in a more actionable way and understand why those results appeared or why certain customer appeared at a certain touchpoint. By making use of this valuable information, it’s up to the marketer to use it smartly and place their brand in front of the right consumers at the right time.
Some of the UK’s biggest advertisers are coming together to establish a common definition for ad fraud
The emergence of automated trading of digital media across ad networks and exchanges has brought an increasing concern about click fraud or bot traffic.Brands intensify their efforts to define what actually constitutes ad fraud, and further address issues it’s been raising.
A recent study by Integral Ad Science claims that bot traffic costs advertisers nearly £277m yearly in the UK alone, which means that the issue of ad fraud should be addressed carefully and those involved should gain better understanding of it.
According to the same study of Integral Ad Science, up to 13.6 per cent of UK traffic on ad networks and exchanges was fraudulent. In comparison, the US stats show 14.1 per cent of traffic from ad networks and exchanges were fraudulent, while 3.7 percent of publisher traffic was generated by bots.