Friday, March 31, 2017

"Chase Had Ads on 400,000 Sites. Then on Just 5,000. Same Results"

NYT:

But as the risks around the far reaches of the web have been cast into stark relief, some advertisers are questioning the value of showing up on hundreds of thousands of unknown sites, and wondering whether millions of appearances actually translate into more sales.

...

Of the 400,000 web addresses JPMorgan’s ads showed up on in a recent 30-day period, said Ms. Lemkau, only 12,000, or 3 percent, led to activity beyond an impression. An intern then manually clicked on each of those addresses to ensure that the websites were ones the company wanted to advertise on. About 7,000 of them were not, winnowing the group to 5,000.
Relatedly:
The Deck, an ad network whose founding members included Daring Fireball, Kottke and Waxy, announced today that it’s shutting down.