Clicks

What Facebook’s Biggest Advertisers Say About ‘Invalid Clicks’ (FB)

Source: http://www.businessinsider.com/what-facebooks-biggest-advertisers-say-about-invalid-clicks-2012-11

zuckerberg

Facebook’s larger advertisers, unsurprisingly, aren’t willing to say much — on the record, at least — about the proposed class action lawsuit which claims up to 20 percent of pay-per-click advertising on the site comes from “invalid” clicks.

Facebook says the suit is bogus, and is fighting an appeal in the case.

One key issue in the case is Facebook’s refusal to allow its clicks to be audited by a third party like the IAB, the Media Ratings Council or Ernst & Young.

Speaking privately, the company’s clients and competitors tell us they are aware that Facebook is non-transparent when it came to its advertising business.

None of them believed Facebook was acting improperly. And none sympathized with the suit. One said, “We trust Facebook and know that they are always working to refine their filters and to identify invalid clicks.”

Another added, “I don’t think they’re ripping people off.”

However, they also said that because Facebook is so big it is able to play by its own rules in a way that might not be healthy .

“They don’t let you audit,” said one client. “It’s a little bit suspect. A bit of a conflict of interest. … You have to trust Facebook’s numbers.”

Another added, “They’re not playing by the rules everyone else is playing by. It’s definitely an issue that there’s this 800 pound gorilla out there that isn’t playing by the rules.”

One major issue for advertisers is that they can only observe Facebook’s clicks independently if they send traffic off the site! to thei r own web sites. As most campaigns are designed to send traffic to the advertisers’ Facebook page, those clicks remain inside Facebook – and thus invisible to outside analytics.

“A lot of campaigns are not sending traffic off site so there’s no way to check,” one client told us.

Another said, “If we are driving users to a Facebook page — then we rely on Facebook metrics (impressions, clicks, conversions, engagement …) as the click goes directly to the Facebook page and not through a redirect AND we can’t fire pixels on Facebook pages like we can on external sites.”

Shuman Ghosemajumder, Google’s former click fraud czar who is now vp/strategy at Shape Security, told us that he knows many of the team members at Facebook who are working on click validation. “They are investing heavily in this area,” he says. A third-party audit of clicks, however is a “non-trivial” event at a company, he says. It requires time and resources, and an outside company must come in and perform experiments with the internal engineers. Nonetheless, “they need to take this very seriously,” he says.

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Wednesday, November 14th, 2012 news No Comments

Here’s The REAL Error Rate For ‘Fat Finger’ Clicks

Source: http://www.businessinsider.com/error-rate-for-mobile-ad-fat-finger-clicks-2012-10

3d iphone

Up to 50% of the impressions served on a static mobile banner ads are from accidental clicks or “fat finger” taps, according to GoldSpot Media‘s “Fat Finger Report.”

Accidental clicks or “fat finger” clicks are taps on mobile banner ads that happen after less than two seconds of engagement. That is, if a user closes the app or website within two seconds of clicking the ad then it is considered accidental.

GoldSpot Media, a digital ad management platform for online and mobile advertising, aggregated this data by analyzing millions of static and rich media banner impressions for campaigns delivered in Q3 2012, which used the GoldSpot ad platform.

GoldSpot also found that “fat fingers” are three times more likely to accidentally tap static banner ads than they are to click rich media banners. This is because static banner ads “appear to be part of the content, and may be tapped by the user unintentionally.” Whereas the 3D and animated qualities of Rich media are easier to differentiate from the app or website content.

Accidental Clicks on Rich Media Banner Ads vs. Static Banner Ads

Accidental Clicks on Mobile Ads

 

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Friday, October 26th, 2012 news No Comments

RTB – real-time bidding may make ad exchanges more efficient, but it still won’t save display (ads)

in response to this mediapost article
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113621

While RTB will make ad exchanges even more efficient, it may not be that necessary.

RTB depends on 3 things: 1) inventory, which depends on how many people hit the page to generate an impression, 2) clicks, which depend on people clicking something, and 3) bidders, the more niche you get, the fewer bidders there will be.  Inventory does not change rapidly. Clicks take time to accumulate (to yield click rates, which are a necessary ingredient in the RTB calculation). And if there are too few bidders the price of the auction “item” won’t appreciate or depreciate much or rapidly. Because of these 3 things, making bidding real-time versus non-real-time (i.e. overnight) may not make it significantly better or move the needle much on efficiency and ROI.

And RTB will still not save “display” ads. The golden age of display was in the mid 90s when people tolerated ads when they read content. They are now trained to avoid looking at the top and right of web pages So while RTB may increase the ROI of display ads by increasing click rates from a percentage with too many zeros to count to something sligtly higher, display ads are still ignored by users and will still not generate measurable business impact for advertisers.

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Saturday, September 19th, 2009 display advertising 1 Comment

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