I write about business-to-business communications and technology behaviors, and their impact on individuals. Thank you for being here. The following is part of my Friday Look-back series, where I clean up and publish an article from year’s past (that still holds relevance today). Reviewing these older articles is a good exercise in remembering how far we’ve come (or not) over the last 15 years. Read more about me here. Join my email newsletter here.
http://www.nytimes.com/2016/12/26/business/media/advertising-online-ads-fake-news-google.html
Marc Goldberg, chief executive of Trust Metrics, an ad safety vendor, said the effort to remove bad actors ignores that many advertisers value impressions over everything else. They would rather not choose and monitor what websites they are appearing on, he said, because they worry they will miss out on potentially lucrative destinations.
Advertisers may value impressions over everything else but I’d disagree that missing out on lucrative destinations is the reason to not monitor the website their ads appear on.
It’s too complex, time-consuming and very expensive.