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The popular viral Buzzfeed story looks like it has run out of ads bidding on it reminding me how user-targeted programmatic has destroyed the whole reason programmatic was supposedly built out in the first place: monetizing abnormal peak traffic...On twitter.com
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Theoretically a super popular story is the best place for your ads, but abnormal users from a viral hit get falsely marked as fraud, don't have enough user data, or get marked down in value as users because of their abnormality.Permalink On twitter.com
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Also, out of pattern traffic usually means lower bids. Nothing is a greater indicator of the problems of ad tech than the likelihood that a viral hit story will cost most small to medium size publications as much or more in infrastructure costs as they gain in ad revenues.Permalink On twitter.com
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My favorite example of this was at Salon: when we got the "Drudge Bump" everyone would get concealed carry ads for days afterwords. Targeting systems say they work on individuals, but they also work on trends and virality often runs counter to your normal audience.Permalink On twitter.com
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We also ended up with a week of abnormally shitty comments, but... well duh, of course that was going to happen.Permalink On twitter.com
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Mood -3 🙁