| ▲ | dewey a day ago |
| That's not true. If your ad placements don't perform, people are not going to book them. If ads are loaded or not is also often verified by independent third party trackers that you have to embed on your page next to the ad. There's whole industries built on this stuff and it's not as simple as "we sell the slot and don't care if people see it or click on it". |
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| ▲ | enragedcacti 21 hours ago | parent | next [-] |
| Ad placements can still appear to perform if the targeted user was already planning to buy the product and Google/Meta attribute the sale to the ad impression they shove in at the last minute. FortNine (a Canadian motorcycle gear retailer) published an expose and seem quite convinced that this is an extremely common occurrence. It would also justify why Meta would be so aggressive about showing ads even to an unreceptive audience. https://www.youtube.com/watch?v=BfNIRyPi5QA |
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| ▲ | Gormo 6 hours ago | parent | prev | next [-] |
| > That's not true. If your ad placements don't perform, people are not going to book them. You'd be surprised at how opaque and complex ad attribution and ROAS calculation has become for the average business, and how many marketing departments are operating on high-level metrics without having an intuitive understanding of how their ads are performing. Many of them rely on the ad networks' own metrics to determine ad performance, and don't even have their own internal attribution models. |
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| ▲ | jpleger a day ago | parent | prev | next [-] |
| I mean you are both right, it's been a few years since I have been in adtech, and it isn't black and white. There are few places that will pay for stuff that isn't clicked through, but there are places that are willing to pay on an impression basis for things like video or images. It's just like not worth it to most places to throw those ads on their property since it's fairly low quality advertisers. More to the point though, if there isn't ads rendered, you can't even get accidental clicks. |
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| ▲ | tomnipotent a day ago | parent [-] | | The teams spending the kind of money these ad networks care about are doing a lot of upper funnel brand marketing where exposure is more important than clicks and where conversions are expected to be much lower for this segment of spend. | | |
| ▲ | rented_mule a day ago | parent [-] | | The largest brands (Walmart, McDonald's, Coca-Cola, etc.) put a lot of analytics into their ad spend. I worked on an ad platform with a large audience that these kinds of brands wanted to get their name in front of, but the audience was exceedingly unlikely to click on big-brand ads on our platform. The brands figured this out quickly and pushed hard for cost-per-click rather than cost-per-impression because cost-per-click was essentially free brand marketing for them, even if they were paying $100 per click. The next tier down was kind of the opposite. They weren't big enough to surface things like this, and they hired agencies for most of their ad spend. When focusing on the top of the funnel, there's this strange incentive with agencies where they often get more budget to spend if they can connect that directly to eye balls. Agencies are incentivized to throw the ads up everywhere and pay well to do so. They love cost-per-impression because we could deliver a large, predictable number of eye balls in a hurry. All that said, we put no effort into getting around ad blockers as we were serving these ads on our own site/app and we viewed fighting ad blockers as fighting our users. Our ads were served inline in HTML, but clearly identified in the HTML of the page. It took blockers a while to catch on and block them, but they eventually did. | | |
| ▲ | tomnipotent 21 hours ago | parent [-] | | The further away you get from direct marketing where you can track conversions, and the further up the funnel you go, the less and less analytics help. Another way to think of it is that there are tranches of spend - the central tranche is easily attributable direct marketing but there's a limit to how much you can efficiently spend, but the further from the center you go the less effectively you can measure the efficacy of the spend but there are more options to absorb ad dollars. Maybe 15 years ago multi-touch attribution was the big push but even that only adds minimal insights into how ad spend affects the behavior you're trying to measure. It helps with high-level channel attribution but it's still at best directional. So once you reach a point when increasing spend at Meta/Google results in superlinear increases in CAC vs. spend, you eventually end up having to move those ad dollars elsewhere and over time (and a lot of money) you get an intuitive understanding of how these other mediums trickle down to the metrics that matter. You're totally right about agencies and their perverse incentives and how that leads to sub-optimal spend allocation. |
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| ▲ | kazinator a day ago | parent | prev | next [-] |
| They will not book them once they learn they have been defrauded for a while. |
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| ▲ | sicktriple a day ago | parent | prev [-] |
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| ▲ | lurk2 a day ago | parent | next [-] | | > It probably would have been more helpful if you took the time to quote the particular part of my comment which you believe to be untrue. He did. | | | |
| ▲ | cryzinger 21 hours ago | parent | prev | next [-] | | > If youre referring to whether or not Meta "cares" of you click and ad or not, then fair play. I'd argue that's more or less semantics, but ok, they do care and there is indeed an entire industry built on them caring. This also depends on whether ads are being sold as "pay-per-click" or "pay-per-view" (although in the biz they say "impression" rather than "view"). For the latter, websites like Meta who sell ad space only get paid when people actually click on them. | |
| ▲ | inigyou 18 hours ago | parent | prev | next [-] | | An AI wrote this comment. | | | |
| ▲ | Barrin92 a day ago | parent | prev [-] | | >whether you click or not doesn't change the fact that there is still ad sales happening in the background if nobody clicks on the ads nobody's going to buy ad space because people who place ads care about whether their ads translate into sales. So of course Facebook cares, and ultimately only cares about how many people respond to them because how much money they'll make depend on how much money the ads make. That's why FB has invested ungodly sums into trying to figure out the preferences of their users. |
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