Digital Ad Fraud Hitting All Time Highs 2017 | Augustine Fou
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Chase Had Ads on 400,000 Sites. Then on Just 5,000. Same Results
Much of the promise of online advertising hinges on the vast reach of the web, and the ability to reach people on niche sites at low prices. Index Exchange, an ad exchange, has estimated that the titles owned by the top 50 traditional media companies account for 5 percent or fewer of the trillions of ad impressions available for sale each day. Google’s display network alone includes more than two million websites. YouTube has more than three million ad-supported channels, according to the analytics company OpenSlate, which says the average $100,000 campaign on the platform runs on more than 7,000 channels.
If more advertisers follow JPMorgan’s lead and see similar results, it could hurt the operators of smaller sites that make up the so-called long tail of the internet, as well as the advertising technology companies that profit from funneling trillions of ad impressions from brands to consumers through systems that mimic a stock exchange, according to Eric Franchi, co-founder of the ad technology firm Undertone.