Carole Walker’s Post

20% to 70% wastage in adspend is regularly seen. The future legends are taking the lead and asking 'what is being wasted, where' and 'where lie the opportunities?'. Ask about optimising online ad campaigns for more humans.

Made-for-advertising sites (MFAs) are a concern for marketers, publishers, and ad tech firms alike, with all groups trying to eradicate the practice from the digital media industry. The Current spells out how MFAs work, why they’re a stain on the digital media ecosystem, and how marketers can avoid them.

The article examines problems of made-for-advertising (MFA) websites, which use misleading tactics to entice advertisers. They pretend to be appealing platforms for advertising but typically offer minimal benefits. Read more about the dangers of MFAs here.

One topic making headlines in media and advertising is made-for-advertising websites. But when it comes to identifying MFAs, does a one-size-fits-all approach work? This article shares three industry-backed trust signals publishers can implement to stand apart from MFAs. https://hubs.li/Q02zG1Hm0 #advertising #marketing #auditedmedia

🕵️Fallacies in advertising mislead consumers to buy a good or service. 👇Read more about the 6 most common advertising fallacies and how they can affect your website! https://lnkd.in/dfpaGrjB #adfraud #adtech #publishers #website #digitaladvertising

Last year, 15% ($10 billion) of programmatic open-web advertising expenditure was directed toward MFA websites, as reported by the Association of National Advertisers. In response, many ad-tech vendors vowed to exclude MFA inventory from their curated publisher lists. But there's a problem—the industry lacks a concrete definition of MFA content. As aptly put by Ryan Barwick, the term is "more of a vibe than a hard definition." With significant investments in automation by large corporations, it appears that many entities are willing to compromise on quality in exchange for operational efficiency. What potential impact do you foresee MFA content having in 2024? Check out this insightful article from Marketing Brew for more. ⬇️ #marketing #programmaticadvertising #inventorymanagement #digitalamarketing #digitaladvertising https://lnkd.in/enVhxpWG

In a new op-ed, Snopes.com Chief Revenue Officer, Justin Wohl, discusses how the publishing game is changing, and he shares examples that illustrate how transparency is the emergent strategy in this season of online advertising. #digitalmarketing #thirdpartycookies #advertising

With DoubleVerify’s new tiered system to classify MFA sites and The Trade Desk’s SP500+ prioritizing quality publishers, stakeholders on the buy side of digital advertising are spearheading a necessary evolution. These tools empower advertisers to invest in premium content over MFA sites, signaling a pivotal shift in where ad budgets are spent online. Check out the full articles here: https://lnkd.in/giHjD7nK and https://lnkd.in/gc7Wm3kZ for an in-depth look. #SupportPremiumPublishers #DigitalAdvertising #Innovation #QualityContent

Jezebel new owners Paste Magazine are finding out firsthand the thorny results of advertiser keyword blocklists, with one recent RFP containing a keyword blocklist of 3,500 terms, including the word “song.” Mark Stenberg reports on how the much-loved title plans to monetize without getting dinged by bloated blocklists, through more video, live events and direct advertising. https://lnkd.in/et7-hszV

The most popular scams wasting your advertising budget are made-for-advertising (MFA) sites. Here’s a video explainer of what those are. https://bit.ly/45VrJrs