There are many "bad apples" in online advertising, and their rot is highly contagious.
Posted: Thu Dec 26, 2024 8:57 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 1000 mobile phone numbers database 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.
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 1000 mobile phone numbers database 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.