The myth of online advertising
The digital media is flooded with advertisements everywhere. But the advertising revenues are falling, this is because the advertising market is apparently a house of cards and fraud is widespread.
It has been revealed that almost half of the online ads are actually never seen by a human being. Instead of viewing online ads, people are more into social networks such as Facebook or viral digital platforms such as BuzzFeed. Also ad-based media are receiving less attention nowadays than ever before as most people consider them as annoying.
Some of the reasons why online ads dont get viewed by people are the ad is broken, it does not load properly, the ad is too slow and the viewer moves away before it loads fully or the ad is not relevant to the viewer.
For online ads, the number of impressions they get is counted as their performance measurement index.
However, the impressions do not always reflect reality. The online ad could be placed at the end of the page and the viewer might close the page before going to the bottom, but still it will be counted as an impression.
Also the rampant use of online bots to drive fake traffic can result in countless fake impressions. The problem is that the advertiser has to pay money for all these fake traffic and impressions when in reality the ad does not even reach its potential end consumer. This means the advertisers money is being wasted with no real output. Even the firms that deal with online ads are well aware of this dubious nature of online advertising; still they sell bot-driven traffic and impressions to online advertisers at a huge sum.
All these fraudulent practices resulting in fake metrics definitely makes the online advertising industry appear promising and attractive. However, in reality, the online advertising market is dominated by fake impressions and do not get viewed by real humans proving to be practically inefficient. Online advertisers now need to turn to new tactics to spice up their ads and make sure that their target audience actually sees them.
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