The biggest threat to news media ecosystem isn't just disinformation outlets — it's the thousands (millions?) of content farms that don't serve ANY audience at all and exist solely to scoop up ad dollars.
That's the business @Outbrain and @taboola are in. morningbrew.com/marketing/stor…
That's the business @Outbrain and @taboola are in. morningbrew.com/marketing/stor…
Content farms = domains that collate, plagiarize and regurgitate highly viral content around the web - particularly brand safe topics that ensure access to blue chip advertisers.
This is how sites like MyHealthGazette(.)com successfully siphon off ad $$.
This is how sites like MyHealthGazette(.)com successfully siphon off ad $$.
https://twitter.com/nandoodles/status/1424753471450976260?s=20
It's SUCH an upsettingly perverse system. While news outlets cover you know, the news, these sites pump out blog posts like these. They're harmless & "brand safe" but nobody actually reads them.
Who gets the ads? They do...while news outlets get blocked.
Who gets the ads? They do...while news outlets get blocked.
It's extremely lucrative game for those who play it.
Advertisers - drunk on the idea of scale - still believe they need to blanket their ads across 10000s of sites to achieve growth...and these guys are happy to create 10000s of websites and take their money. Incl. @garyvee ofc
Advertisers - drunk on the idea of scale - still believe they need to blanket their ads across 10000s of sites to achieve growth...and these guys are happy to create 10000s of websites and take their money. Incl. @garyvee ofc
There is absolutely no value being created here: Advertisers are literally just sending pallets of cash to adtech companies. There are no humans seeing the ads and there is absolutely no ROI.
They could cancel the ads today and see no change in their business performance.
They could cancel the ads today and see no change in their business performance.
This @Ryanbarwick piece does identify Perion, an Israel-based adtech co as the owner/operator of clickbait sites like Elite Herald + Magellan Times, but the reality is, NOBODY knows the ownership of most of the sites they're sending ad $$ to.
And again, this is a LOT of $$.
And again, this is a LOT of $$.
Who's going save us? Not the ppl who are supposed to. CCO @jkhirsch has been open about how @PubMatic serves shit salads to advertisers — that is, a few sparkling lettuce leaves in a salad full of shit.
They put the onus on advertisers to weed out sites like EliteHerald.
They put the onus on advertisers to weed out sites like EliteHerald.
✔️Clickbait sites owned/operated by unknown LLCs
✔️SSPs that accept them into their inventory
✔️Advertisers that let their ads run on 10000s of sites
This is why efforts to demonetize disinfo are not enough — we need to dismantle the entire system.
morningbrew.com/marketing/stor…
✔️SSPs that accept them into their inventory
✔️Advertisers that let their ads run on 10000s of sites
This is why efforts to demonetize disinfo are not enough — we need to dismantle the entire system.
morningbrew.com/marketing/stor…
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