What You Talkin’ ’bout?


coleman_small.jpgADOTAS – It’s been a little while since we did a comment roundup, so boy, do we have some ground to cover.

First off, three quarters of readers thought Microsoft was making a foolhardy move in trying to steal the news away from Google via deals with journalism pubs — most notably News Corp. and King of the Curmudgeons Rupert Murdoch. Only 25% thought the ‘soft’s pockets ran so deep that it could pull off the heist.

Still, the whole business seemed to shake Google up a bit — the search giant threw a few bones to journalism pubs regarding Google News, hoping to get them to stop their whimpering.

Russell Rockefeller noted that publisher network fraud has its fair share of antagonists: “The fraud also hurts good publishers because it’s being used as an excuse by advertisers to over scrub traffic. Advertisers play games too. They take down successful offers and come back a month later with a rebrand on the same offer at a lower payout and higher scrub rate.”

Steven saw a root cause to the fraud: “Networks don’t care about fraud. End of day they take a whopping 30% or more on each offer in their network. In the old days we had server-side pixels that basically allowed us to fraud scrub. These days you will not get decent exposure without live pixel tracking. The live pixel tracking is where one of the problems lies.”

Evan had many suggestions for avoiding fraud: “Part of the problem is letting too many affiliates in the networks without rigorous screening procedures. And then monitoring new affiliate traffic and sales quality should be a constant effort.

“Also, the actual merchants/offer-owners should be implementing “new order calls” to verify the purchase or lead authenticity on every affiliate generated order, this ferrets out fraud instantly and the violating affiliate can be terminated.

“Also, when affiliate payments are processed, merchants can look for new affiliates producing commissions and further investigate each one and their lead/sale quality before checks are mailed.

“These are but a few suggestions to prevent and manage affiliate fraud. I have been managing affiliates for more than eight years, so my comments are based on experience”

The Cynical Marketer smelled something fishy in Chitka’s search share numbers: “That’s a notable difference between Chitika’s and comScore’s measurements. With the former having Bing at 5.75% and the latter having Bing at 9.9%, that’s a ratio flirting with 2:1 proportions. Yeah, I think it’s safe to label that as statistically significant. It’s also a major clue that one of the two surveys is flawed enough to make all of the results unreliable.”

Durk Price thinks the demise of ad networks has been greatly exaggerated: “There are any number of new Tier 1 and Tier 2 networks being created. I have seen some incredible value propositions from some of the new ones, stuff the more entrenched do not have nor will ever be able to fully emulate. Some will rise, some will fall… it’s a normal business fluctuation not the end of a segment.”

And R.J. Lewis makes a poignant remark about the FTC privacy roundtable: “I wouldn’t have been able to read this article online for free if the ads next to it weren’t targeted. Doesn’t Washington have enough to do right now?”

Last time I looked there was some healthcare stuff that was backed up and a few wars going on, but…. Well, it’s not like unemployment is in the double — oh, never mind… .


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