Thursday, July 25, 2024

Peril of Bad Ads in Online Marketing

Agencies and ad tech platforms have always claimed to curb the rise of the so-called ‘made for advertising’ websites. They are now wrong. A report has lately suggested that the crackdown has fallen short. Such websites pose challenges to the integrity of online advertising even though these are designed to drive traffic at minimal cost by exploiting social media platforms and search engines.

The advertisements are often characterized by ad fraud. The product misrepresentation and simultaneously slow down the loading times. This result with undermining consumer trust as well as dilute the effectiveness of legitimate advertising efforts. Consumers are bombarded with suspicious ads.

The escalation of bad ads has risen in recent years and this has plagued the online advertising ecosystem to a great extent The use of generative AI has further worsen the scenario due to abundance of ad inventory. Mo Allibhai, who is a senior analyst at Forrester, said the issue requires industry-wide efforts to enhance security measures and simultaneously hold accountable the people behind such advertisements.

Forrester’s report outlines five categories of such ads and these are like malicious ads and heavy ads that hinder performances of the websites. Marketers are urged to forge direct relationships with publishers to ensure the quality of ad placement. They demand transparency and accountability from advertising partners.

Apart from all these, it is of immense importance for marketers to prioritize the creation of high-quality ads tailored to the appropriate platforms and audiences. It is suggested to remain vigilant and proactive in the advertising strategies. Marketers can mitigate the impact of bad ads and safeguard their brand reputation with these steps.

Marketers need to remain adaptable and responsive to emerging threats with best practices for ad safety. They should mainly focus on creativity and relevance.


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