A huge portion of the web advertising eco-system is based on fraud, according to Spider.io, a company that analyzes web traffic. The company tells AdExchanger that it has detected a massive botnet — a network of computers controlled by malware — that drives bogus traffic and clicks to a group of about 202 web sites:
The team at web traffic analytics site spider.io released a cool diagram that sheds light on the mostly invisible (and illegal) world of hidden display ad exchanges. Ad fraud occurs when high-traffic, low-quality sites (like porn or song lyric sites) insert legitimate websites into their browsers that visitors to the site don't even see. This boosts impressions (number of times legit ads are served) without humans ever even seeing the ads.
If you think you're seeing more video ads, you're right: In the past year, there has been a huge increase in the number of video ads displayed on web pages. According to comScore, in December 2011, only 14 percent of videos had ads attached to them, but in December 2012, that portion was 23 percent.
Increased investment within the online display space in particular has had a significant impact on the overall growth in this spend, not least because of the exciting innovations emerging within the industry – including the roll-out of new advertising formats from the Internet Advertising Bureau, in a bid to advance the sector’s mobile capabilities.
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Steve Hassett submits:Advertisers are not seeking impressions as much as the opportunity to get a slice of audience time to communicate their message. Resolving the inefficiency of paying per impression while seeking time would provide upside to premium online publishers.