Perhaps it has happened to some online readers: entering a more or less serious online medium, in which questionable ads are not usually found, and finding an advertising campaign for a product that is not highly recommended. These days, for example, mask ads were everywhere.The presence of these types of advertisements in media in which it was not common to come across them has an explanation. It is one more effect of the fall in advertising investment, which has started in parallel with the coronavirus crisis and the limitation by advertisers of their campaigns (when they did not disappear completely). If there are fewer advertisers, the ‘bad’ ads have a greater scope.And that is affecting all the players in the market. As they conclude in Digiday after analyzing the context that has led to this situation, as the large advertisers have reduced investment or have disappeared from the market, the space they have left in programmatic advertising has been occupied by much smaller and less powerful advertisers , including those that are questionable and that advertise products that are not highly recommended.

As there is less competition, it is easier for them to enter more media and also to bypass the Montserrat Email List different filters. For example, one of the samples that they have detected has been the appearance of low-quality ads in pre-roll ads and in those of the BBC’s recipe vertical app, Good Food.Those responsible for the advertising of these portals assure that only very few of these ads reach final consumers and that they start from retargeting processes (in fact, we can add, coming across an avalanche of ads for full-length masks was almost the step next to having Googled that product).

Cheaper, more opportunities to bid Returning to the data handled by Digiday , another of the players in the British programmatic advertising market recognizes that there is a lot of “cheap” inventory available right now and that in recent weeks the quality of the ads has fallen. With this, the less recommendable ads are managing to “sneak through the gaps.”In the work they do at RedBud, an online advertising management company, they have found that 10% of ads lead to adult content sites. This is a problem because those ads have been creeping into “normal” media.

To this must be added that, since prices have fallen, questionable players manage to bid on windows of opportunity that until now eluded them. They are thus managing to enter premium media that until now they have not managed to enter. This is why there are advertisements for counterfeit masks or miracle cures that sneak into the online media, media that in the past they would not have or dreamed of entering.The crisis, therefore, has not only plummeted ad spend but has also complicated things for programmatic advertising and its reliability.

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