There are a whole host of reason
Posted: Sat Dec 28, 2024 9:28 am
Online advertising is a refuge for many advertisements that clearly seek to deceive the consumer and whose claims are definitely too good to be true. “Bad ads” roam freely on the Internet and their proliferation (which no one seems to bother to root out) poses a serious threat to those advertisements that do things right in the ecosystem of online advertising. This is the worrying conclusion of a recent study undertaken by Forrester: “Bad Ads: All The Ways Ads Misbehave And How To Stop Them” .
While “bad ads” have been around for a long time, the problem of this type of online advertising is only getting worse as a result of the rise of generative AI and the increase in the volume of advertising inventory. And without any action from the “players” in the online advertising arena, “bad ads” are destined to spread like mushrooms across the internet, Forrester warns in its research.
The Forrester report examines what the “bad ads” that are rampant in the online advertising industry are really like, and how their perfidy is potentially contagious and is negatively affecting those ads that do get things right. After all, when confronted with “bad ads,” consumers are more likely to distrust good ads and even block all online advertising altogether (which has hurt advertisers’ reach).
For its research, Forrester interviewed a wide range of online advertising players, from platforms to publishers. Its report identifies five types of “bad ads” based on the harm they cause advertisers: malicious ads, fake ads, scam ads, clunky ads, and miscategorized ads.
The overabundance of "bad ads" ultimately ends up affecting the good ads
The most harmful ads are those that deliberately try to scam consumers or install malware on their devices. Less harmful, however, are those ads that are poorly categorized or that do not load properly because they are too large.
Not all ads are logically created equal. And an ad that doesn't load properly is obviously less harmful than one that tries to scam the consumer or infect their computer with malware.
While some “bad ads” are directly under advertisers’ control (such as overly large ads that clutter the sites they appear on), many of these ads are beyond their control. This does not mean, however, that advertisers should sit idly by in the face of the proliferation of “bad ads,” which can ultimately fuel the installation of “ad blockers,” which ultimately torpedo the visibility of all ads, whether good or bad.
s why “bad ads” have taken off in recent years. The advent of AI makes it much easier to generate malicious code or create fake ads featuring celebrities, for example. Layoffs in ad sales departments are also contributing to the rise bolivia whatsapp data of “bad ads.” Those working in these departments often take on the role of “gatekeepers,” ensuring that “bad ads” are kept off online advertising platforms. As many ad sales departments are being replaced by technology or downsized, the likelihood of “bad ads” ending up on websites inevitably increases.
The high volume of advertising inventory also contributes to the proliferation of “bad ads.” Platforms that focus on short videos such as YouTube and Instagram, for example, have particularly large advertising inventories, which means they are also less demanding with the ads that make their way into users’ feeds, which ultimately translates into a decrease in the quality of online advertising. To combat this problem, an increase in ad prices should be considered, argues Forrester in its study. After all, those who provide poor-quality online advertising are not willing to invest too much money in distributing these ads, and a price increase would act as a barrier in this regard.
How to thwart the perfidy of “bad ads”?
To combat the evil of "bad ads," advertisers should also develop a more direct relationship with publishers to ensure the quality of their ad placement, Forrester recommends in its report.
Advertisers should also ensure that their partners in the online advertising market take measures aimed at brand safety that protect the quality of their ads on all fronts.
Another key to stopping “bad ads” is for advertisers to take the time to create better ads. Ensuring that advertising is making its way into the right environments is absolutely essential, as is holding themselves to sufficiently high creative standards. Still, Forrester warns, even brands that create good ads can’t afford to let down their guard against the nefarious threat of increasingly ubiquitous “bad ads.”
While “bad ads” have been around for a long time, the problem of this type of online advertising is only getting worse as a result of the rise of generative AI and the increase in the volume of advertising inventory. And without any action from the “players” in the online advertising arena, “bad ads” are destined to spread like mushrooms across the internet, Forrester warns in its research.
The Forrester report examines what the “bad ads” that are rampant in the online advertising industry are really like, and how their perfidy is potentially contagious and is negatively affecting those ads that do get things right. After all, when confronted with “bad ads,” consumers are more likely to distrust good ads and even block all online advertising altogether (which has hurt advertisers’ reach).
For its research, Forrester interviewed a wide range of online advertising players, from platforms to publishers. Its report identifies five types of “bad ads” based on the harm they cause advertisers: malicious ads, fake ads, scam ads, clunky ads, and miscategorized ads.
The overabundance of "bad ads" ultimately ends up affecting the good ads
The most harmful ads are those that deliberately try to scam consumers or install malware on their devices. Less harmful, however, are those ads that are poorly categorized or that do not load properly because they are too large.
Not all ads are logically created equal. And an ad that doesn't load properly is obviously less harmful than one that tries to scam the consumer or infect their computer with malware.
While some “bad ads” are directly under advertisers’ control (such as overly large ads that clutter the sites they appear on), many of these ads are beyond their control. This does not mean, however, that advertisers should sit idly by in the face of the proliferation of “bad ads,” which can ultimately fuel the installation of “ad blockers,” which ultimately torpedo the visibility of all ads, whether good or bad.
s why “bad ads” have taken off in recent years. The advent of AI makes it much easier to generate malicious code or create fake ads featuring celebrities, for example. Layoffs in ad sales departments are also contributing to the rise bolivia whatsapp data of “bad ads.” Those working in these departments often take on the role of “gatekeepers,” ensuring that “bad ads” are kept off online advertising platforms. As many ad sales departments are being replaced by technology or downsized, the likelihood of “bad ads” ending up on websites inevitably increases.
The high volume of advertising inventory also contributes to the proliferation of “bad ads.” Platforms that focus on short videos such as YouTube and Instagram, for example, have particularly large advertising inventories, which means they are also less demanding with the ads that make their way into users’ feeds, which ultimately translates into a decrease in the quality of online advertising. To combat this problem, an increase in ad prices should be considered, argues Forrester in its study. After all, those who provide poor-quality online advertising are not willing to invest too much money in distributing these ads, and a price increase would act as a barrier in this regard.
How to thwart the perfidy of “bad ads”?
To combat the evil of "bad ads," advertisers should also develop a more direct relationship with publishers to ensure the quality of their ad placement, Forrester recommends in its report.
Advertisers should also ensure that their partners in the online advertising market take measures aimed at brand safety that protect the quality of their ads on all fronts.
Another key to stopping “bad ads” is for advertisers to take the time to create better ads. Ensuring that advertising is making its way into the right environments is absolutely essential, as is holding themselves to sufficiently high creative standards. Still, Forrester warns, even brands that create good ads can’t afford to let down their guard against the nefarious threat of increasingly ubiquitous “bad ads.”