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The Mozilla team works with the startup of a news subscription to try to separate web ads from content.
Editors are reconsidering these "Around the Web" ads.
You' ll see them everywhere, and maybe you' ll click sometimes: those link lines under web items, often complemented by eye-catching pictures and curious hits about the latest healthcare advice, prominent messages, or ways to get away from your money". Normally grouped under a tag like "Promoted Stories" or "Around the Web", these sites are often ads designed to look like a story you might want to tell.
It has long been a source of much-needed revenues for editors and a relatively low-cost way for a broad spectrum of marketers to target a large and often world-class audience. Outbrain ads typically. However, now some editors are asking themselves how these so-called ads can affect their brand and reader.
The New Yorker, who limited the placing of such ads to his humorous article, recently completely stripped it of its website. Those hyperlinks may take you to dubious sites operated by unfamiliar companies. Those ads are based "on the assumption that publisher can generate maximum sales - they're not based on the assumption that you'll find the next big things your reader can do," he added.
In September, a September survey by non-profit organization ChangeAdvertising.org found that 41 of the top 50 newsgroups - among them The Guardian, CNN, Time and Forbes - embedded what are known as "content recommendations" related widgets. 21 of the top 50 web pages were broadcast by the Guardian, CNN, Time and Forbes. Some of those who don't, the New York Times included, are paying for contents that have been produced with internal recruiters to appear in Widget's to boost their own site visits.
org analysed the ads on these 41 message boards and found that 61 per cent came from marketers or other celebrityishers. However, 26 per cent resulted in "clickbait" pages that were overlaid with more ads and inferior referral widgets of sexual suggestion or interruption. Nearly all of these web pages that seem to pay for placing and then benefit from their own ads once they are visited by folks have their domains hidden.
This is the separation between the expectations voiced by the advertising sector for what it wants to offer and what consumers end up seeing. "Our goal is to index the whole web and give the best and most personalised material to people," said Adam Singolda, Taboola's founding director, in an interviewer.
"In most cases, a large part of the value that Taboola gives you is to familiarize yourself with things that maybe not even folks know about, but like. "Brooklyn D.J.s. has been telling us by big, big publishing houses that we've become their number one seller," he said, refusing to name certain businesses.
Both Outbrain and Taboola say they provide publishing utilities to help eliminate potentially troublesome contents. In addition, businesses hire a team of individuals to review contents before they are deployed on their network, although they acknowledged that monitoring those who change campaign and divert URLs after authorisation was a challenging task.
Outsbrain, which says it handles 200 billion referrals a month, has " a fairly large editing staff of 17 to 20 people," said Eric Hadley, Outbrain' senior marketer. Taboola, which claimed to give 360 billion referrals per months, has about 100 accounts manager approving new ads, as well as 10 staff members committed to "content cleanliness," Mr. Singolda said.
owned by Peoples, Fortune and other magazine owners, said in 2014 that its three-year relationship with Outbrain would earn more than $100 million in revenues. Outlook says it represents up to 30 per cent of sales for some publishing houses. "All of us were satisfied with Outbrain as a third-party supplier of recommended contents for our website visitors," said Jill Davison, a Time spokesperson, in an e-mail.
Sometimes the link from these ads can take you to dubious sites operated by unfamiliar companies. On October 5, a random sampling of six outbrain referrals on The New Yorker's website showed that the mess reader might face when viewing ads for contents; several were legal, but one resulted in a spam-like "clickbait" page and another resulted in a bogus healthcare message page generated by a marketer.
AARP advertises its website through Outbrain and integrates the Widgets on its own website. When asked about the broadget and certain ads, Nicholas Thompson, publisher of NewYorker.com, said, "Outbrain only pops up on our humorous pages. The agreement was part of an agreement between The New Yorker's mother Condé Nast and Outbrain, he added.
The New Yorker had taken the ads off his website within a weeks after the interviews, although it refused to comment it.