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The Persuader
My personal blog, started in 2006. No paid or guest posts, no link sales.
Posts tagged ‘online advertising’
03.01.2023
Hat tip to Stefan Engeseth on this one: an excellent podcast with author, historian and philosopher Yuval Noah Harari.
Among the topics he covers, as detailed in the summary in Linkedinâs The Next Big Idea:
⢠AI is the first technology that can take power away from us
⢠if we are not careful, AI and bioengineering will be used to create the worst totalitarian regimes in history
⢠Be skeptical of technological determinism
We should be wary nowânot after these technologies have been fully realized.
I also checked into Business Ethics today, a site linked from the Jack Yan & Associates links’ section (which dates back to the 1990s). The lead item, syndicated from ProPublica, is entitled, âPorn, Privacy Fraud: What Lurks Inside Googleâs Black Box Ad Empireâ, subtitled, âGoogleâs ad business hides nearly all publishers it works with and where billions of ad dollars flow. We uncovered a network containing manga piracy, porn, fraud and disinformation.â
This should be no surprise to anyone who reads this blog; indeed, this should be no surprise to anyone who has had their eyes open and breathes. This opaque black box is full of abuse, funds disinformation, endangers democracy, and exposes personal data to dodgy parties. As I outlined earlier, someone in the legal profession with cojones and a ton of funding and time could demonstrate that Googleâs entire business should be subject to a massive negligence lawsuit. The authors of the article present more evidence that Google is being up to no good.
An excerpt, without revealing too much:
Last year, a marketer working for a Fortune 500 company launched a multimillion-dollar ad campaign âŚ
Over the next few months, Google placed more than 1.3 trillion of the companyâs ads on over 150,000 different websites and apps. The biggest recipient of ads â more than 49 million â was a website called PapayAds. The company was registered in Bulgaria less than two years ago and lists one employee, CEO Andrea De Donatis, on LinkedIn âŚ
It seems impossible that 49 million ads were legitimately placed and viewed on PapayAdsâ site over the span of several months ⌠âI donât have an explanation for this,â he said, adding that he does not recall receiving payment for such a large volume of ads.
I doubt this is isolated, and the story elaborates on how the scheme worked. And when Google realized its ads were winding up on inappropriate websites, the action it took was to keep doing it.

On a more positive note, I found out about Radio.garden in December on Mastodon (thank goodness for all the posts there these days, a far cry from when I joined in 2017) and have since been tuning in to RTHK Radio 1 in Hong Kong. I had no idea they even gave NZ dollarâUS dollar exchange rates as part of their business news! The interface is wonderful: just rotate the planet and place the city of your choice within the circular pointer. It works equally well on a cellphone, though only in portrait mode there. Youâd be amazed at what you can find, and I even listened to one of the pop stations in Jeddah.
My usual suspects are âfavouritedâ: KCSM in San Mateo, Sveriges Radio P1, and RNZ National here. I might add Rix FM from Stockholm but I seem to have grown up a little since the days when its music was targeted to me.
Itâs now been added to our company link list. Sadly, a few dead ones have had to be culled today. But I must say Radio.garden has been one of the best finds of 2022. Almost makes you want to surf to random sites again like we did in the 1990s.
Tags: 2022, 2023, advertising, AI, Doubleclick, ethics, fraud, Google, Hong Kong, Jack Yan & Associates, LinkedIn, online advertising, podcast, radio, Radio New Zealand, Stefan Engeseth, Stockholm, Sweden, technology, transparency Posted in business, culture, design, globalization, Hong Kong, internet, media, New Zealand, politics, Sweden, technology, USA | No Comments »
01.06.2022
Cory Doctorow posted a link to his collection of links at Pluralistic for August 5, 2020. The first oneâs heading piqued my interest: âContextual ads can save mediaâ.
Itâs worth having a read, especially about the BS behind behavioural advertising (i.e. surveillance advertising) and the âreal-time biddingâ that so many ad networks have been trying to sell to me but which none of them can explain.
If it smells like BS, it probably is.
I tell each one: we sell ads, give us some banner code, and weâll stick it up. They perform well, we increase their share. They perform badly, we decrease them.
They usually go on about the superiority of their systems but if I donât understand them, then Iâm not going to make the switch.
I wonât cite what Cory says on that as the real gems are later in the entry.
Hereâs the one, which agrees fully with something Iâve been saying, though my experience is anecdotal and not backed up by proper, quantitative research: âContextual advertising converts at very nearly the same rate as behavioral advertising, and just as well as behavioral ads for some categories of goods and servicesâ.
He then gives this link.
He notes that in 2019, The New York Times âditched most of its programmatic behavioral adsâ and that the Dutch public broadcaster, NPO, has followed suit, âditching Google Ad Manager for a new custom contextual ad system it commissionedâ.
âThey’ve since experimented with major advertisers like Amex and found little to no difference between context ads and behavioral ads when it comes to conversions.â
Thereâs also greater reach because of GDPR requiring that people opt in to behavioural ads.
My emphasis here: âAnd theyâre keeping that money, rather than giving a 50% vig to useless, creepy, spying ad-tech middlemen.â
I knew there was a reason I kept rejecting those people.
Tags: 2020, 2022, advertising, Cory Doctorow, Google, Netherlands, NPO, online advertising, privacy, research, The New York Times, USA Posted in business, internet, marketing, publishing, technology, USA | No Comments »
10.01.2022

For homeowners and buyers, thereâs a great guide from Moisture Detection Co. Ltd. called What You Absolutely Must Know About Owning a Plaster-Clad Home, subtitled The Origin of New Zealandâs Leaky Building Crisis and Must-Know Information for Owners to Make Their Homes Weathertight, and Regain Lost Value.
My intent isnât to repeat someoneâs copyrighted information in full, but there are some highlights in there that show how the erosion of standards has got us where we are today. Itâs frightening because the decline in standards has been continual over decades, and the authorities donât seem to know what they are doingâwith perhaps the exception of the bidding of major corporations who want to sell cheap crap.
The document begins with the 1950s, when all was well, and houses rarely rotted. Houses had to have treated timber, be ventilated, and have flashings.
They note:
By the time 1998 rolled around, NZ Standards, the Building Industry Association, and BRANZ had systematically downgraded the ‘Belts and Braces’ and were allowing houses to be built with untreated framing, with no ventilation, and poorly designed or non-existent flashings and weatherproofing.
Councils accepted these changes at ‘face value’ without historical review. They issued building consents, inspected the houses, and gave Code of Compliance Certificates. Owners believed they had compliant, well-constructed buildings, but they did not.
Shockingly, by 1992, the treatment level for framing timber could be with âpermethrins (the same ingredient as fly spray)’, while one method used methanol as a solvent and increased decay. By 1998 âUntreated Kiln Dried Timber (UTKD) was allowed for framingâ. The standards improved slightly by 2005 but itâs still well off what was accepted in 1952 and 1972.
We recently checked out a 2009 build using plaster cladding and researching the methods of construction, including the types with cavities, we are far from convinced the problems are gone.
Talking to some building inspectors, there is plenty of anecdotal evidence on how shaky things still look.
Since we moved to Tawa and made some home improvements, we realize a lot of people in the trade do not know what they are talking about, or try to sell you on a product totally unsuited to your needs. This post is not the place for a discussion on that topic, but one day I might deal with it.
However, I am surprised that so many of the tried-and-trusted rules continue to be ignored.
Sometimes people like me go on about âthe good old daysâ not because we don rose-coloured glasses, but we take from them the stuff that worked.
Itâs not unlike what Bob Hoffman included in his newsletter today.
As Iâve also no desire to take the most interesting partâa diagram showing that for every dollar spent on programmatic online advertising, a buyer only gets 3¢ of value âof real display ads viewed by real human peopleââI ask you to click through.
Again, itâs about basic principles. If so many people in the online advertising space are fudging their figuresâand thereâs plenty of evidence about thatâthen why should we spend money with them? To learn that you get 3¢ of value for every dollar spent, surely thatâs a big wake-up call?
It wonât be, which is why Facebook and Google will still make a ton of money off people this year.
The connected theme: rich buggers conning everyday people and too few having the bollocks to deal with them, including officials who are meant to be working for us.
Tags: 1950s, 1970s, 1972, 1990s, 1992, 2005, 2020s, 2022, Aotearoa, Bob Hoffman, crime, fraud, Google, history, industry, marketing, New Zealand, online advertising, real estate, standards Posted in business, internet, marketing, New Zealand, technology, USA | No Comments »
27.09.2021
Didnât I already say this?

Contextual targeting worked for so long on the web, although for some time Iâve noticed ads not displaying on sites where Iâve blocked trackers or had third-party cookies turned off. That means there are ad networks that would rather do their clients, publishers and themselves out of income when they canât track. Whereâs the wisdom in that?
I canât believe it took Appleâs change in favour of privacy for the online advertising mob to take notice.
This is how I expect it to work (and itâs a real screenshot from Autocade).

Tags: 2021, advertising, Autocade, IAB, internet, JY&A Media, marketing, online, online advertising, publishing, World Wide Web Posted in business, internet, marketing, media, publishing, technology, USA | No Comments »
11.02.2021
No point beating around the bush when it comes to yet another advertising network knocking on our door. This was a quick reply I just fired off, and I might as well put it on this blog so there’s another place I can copy it from, since I’m likely to call on it again and again. I’m sure we can’t be alone in online publishing to feel this way.
The original reply named the firms parenthetically in the last two scenarios but I’ve opted not to do that here. I have blogged about it, so a little hunt here will reveal who I’m talking about.
Thank you for reaching out and while I’ve no doubt you’re at a great company, we have a real problem adding any new ad network. The following pattern has played out over and over again in the last 25-plus years we have been online.
- We add a network, so far so good.
- The more networks we use, with their payment thresholds, the longer it takes for any one of them to reach the total, and the longer we wait for any money to come.
- Add this to the fact we could get away with charging $75 CPM 25 years ago and only fractions of cents today, the thresholds take longer still to reach.
Other things usually happen as well:
- We’re promised a high fill rate, even 100 per cent, and the reality is actually closer to 0 per cent and all we see are “filler” adsâif anything at all. Some just run blank units.
- We wait so long for those thresholds to be reached that some of the networks actually close down in the interim and we never see our money!
- In some cases, the networks change their own policies during the relationship and we get kicked off!
I think the problems behind all of this can be traced to Google, which has monopolized the space. It probably doesn’t help that we refuse to sign anything from Google as we have no desire to add to the coffers of a company that doesn’t pay its fair share of tax. Every email from Google Ad Manager is now rejected at server level.
If somehow [your firm] is different, I’d love to hear about you. The last two networks we added in 2019 and 2020, who assured us the pattern above would not play out, have again followed exactly the above scenario. We gave up on the one we added in 2019 and took them out of our rotation.
Hoping for good news in response.
Tags: 2010s, 2019, 2020, 2021, advertising, Google, monopoly, online advertising, publishing Posted in business, internet, media, publishing | No Comments »
02.06.2020
From Bob Hoffmanâs The Ad Contrarian newsletter of May 24: âtwo weeks ago a study by the ISBA and PcW that reported that half of every âprogrammaticâ ad dollar is scraped by adtech middlemenâ and âAccording to a paper written by Fiona Scott Morton, an economist at Yale University, Google pockets about 40¢ of every online ad dollar before it ever gets to a publisher. Not just search dollars, not just programmatic dollars, but all online ad dollars.â Just one more reason I refuse to sign these:

Iâm not part of the 90 per cent. And the bastards at Google are rich enough. Let them share it with illegal content mills as they are peas in a pod. Another solution for legitimate publishers is dearly needed.
At least there’s been some sort of work with the commissions agencies take in other media, and that’s typically at 15 per cent here. Google is taking the piss with its automated systems.
We know the US doesnât have the balls (or funding?) to take them on at this point, but how about other sovereign territories in which Google operates? Surely they have to comply with our laws, too?
Tags: 2020, advertising, Bob Hoffman, business, Google, online advertising, publishing Posted in business, globalization, internet, publishing, technology, USA | No Comments »
26.02.2020
In the early days, banner advertising was pretty simple. By the turn of the century, we dealt with a couple of firms, Burst Media and Gorilla Nation, and we had a few buy direct. Money was good.
This is the pattern today if we choose to say yes to anyone representing an ad network.
I get an email, with, âHey, weâve got some great fill rates and CPMs!â
I quiz them, tell them that in the past weâve been disappointed. Basically, because each ad network has a payment threshold (and in Burstâs case they deduct money as a fee for paying you money), the more ad networks we serve in each ad spotâs rotation, the longer it takes to reach each networkâs threshold. And some networks donât even serve ads that we can see.
They say that that wonât happen, so I do the paperwork and we put the codes in.
Invariably we either see crap ads (gambling and click-bait, or worse: pop-ups, pop-unders, interstitials and entire page takeovers for either) or we see no ads, at least none thatâll pay.
Because we give people a chance we leave the codes there for a while, and that delays the payment thresholds just as predicted.
At the end of the day, itâs âThanks, but no thanks,â because no one really seems to honour their commitments when it comes to online advertising. With certain companies having monopoly or duopoly powers in this market, itâs led to depressed prices and a very high threshold for any new playersâand thatâs a bad thing for publishers. What a pity their home country lacks the bollocks to do something about it.
Every now and then they will feed through an advertisement from Google because of a contractual arrangement they have, and the ad isn’t clickableâbecause I guess no one at Google has figured out that that’s important. (Remember, this is the same company that didn’t know what significant American building is located at 1600 Pennsylvania Avenue NW, Washington, DC on Google Earth, and the way to deal with whistleblowers is allegedly to call the cops on them.)
We deal with one Scots firm and one Israeli firm these days, in the hope that not having American ad networks so dependent on, or affected by, a company with questionable ethics might help things just a little.
Tags: 2020, advertising, email, Google, monopoly, online advertising, publishing, USA Posted in business, internet, marketing, media, publishing, USA | No Comments »
24.10.2019

I would have loved to have seen this go to trial, but Facebook and the plaintiffsâa group of advertising agencies alleging they had been swindled by the social networkâsettled.
Excerpted from The Hollywood Reporter, âThe suit accused Facebook of acknowledging miscalculations in metrics upon press reports, but still not taking responsibility for the breadth of the problem. âThe average viewership metrics were not inflated by only 60%-80%; they were inflated by some 150 to 900%,â stated an amended complaint.â
Facebook denies this and settled for US$40 million, which is really pocket change for the multi-milliard-dollar company. Just the price of doing business.
Remember, Facebook has been shown to have lied about the number of people it can reach (it now admits that its population estimates have no basis in, well, the population), so Iâm not surprised it lies about the number of people who watch their videos. And remember their platform has a lot of botsâI still have several thousand reported on Instagram that have yet to be touchedâand Facebook itself isnât exactly clean.
Every time they get called out, there are a few noises, but nothing ever really happens.
This exchange between Rep. Alexandria Ocasio-Cortez and Mark Zuckerberg is a further indication that nothing will ever happen at Facebook to make things rightâthere’s no will from top management for that to happen. Thereâs too much to be lost with monetization opportunities for questionable services to be shut down, while Facebook is all too happy to close ones that donât make money (e.g. the old âView asâ feature). The divisions and “fake news” will continue, the tools used by all the wrong people.
It’s your choice whether you want to be part of this.
Tags: 2019, advertising, Alexandria Ocasio-Cortez, C-Span, deception, Facebook, Mark Zuckerberg, online advertising, politics, social media, social networking, TV, Twitter, USA Posted in business, culture, internet, politics, TV, USA | 2 Comments »
11.06.2019
Here’s a sure-fire way to lose readers and cost you ad revenue.
It seems Haymarket’s Autocar (which I have been reading in print since 1980) wasn’t pleased about people using online ad blockers, so it created a warning.
The trouble is I don’t use ad blockers. In fact, you can see a massive advertisement underneath the warning:

In fact, that ad keeps changing, so I guess the advertiser is charged for totally useless impressions.
Clicking ‘I’ve disabled my Ad-Blocker’ does nothing.
I decided to click the other option, for advice on how to whitelist the ad blocker that I do not have.

I presume whatever’s in that blue box are the instructions, which are illegible.
Autocar often talks about the difficulties behind some car infotainment interfaces, but you’d hope a publisher with a budget that far exceeds mine would get this right.
The irony of this effort is that Autocar winds up losing ad revenue.
I have Tweeted them, so here’s hoping this silly tech can be removed so I can help their bottom line. You do wonder about their bosses sometimes thoughâmaybe this sort of abrasive behaviour comes from the top.
Tags: 2019, advertising, Autocar, Haymarket, internet, magazine, online advertising, publishing, technology, Twitter Posted in business, internet, marketing, media, publishing, technology, UK | No Comments »
10.11.2018
Megan McArdleâs excellent opâed in The Washington Post, âA farewell to free journalismâ, has been bookmarked on my phone for months. Itâs a very good summary of where things are for digital media, and how the advent of Google and Facebook along with the democratization of the internet have reduced online advertising income to a pittance. Thereâs native advertising, of course, which Lucire and Lucire Men indulged in for a few years in the 2010s, and I remain a fan of it in terms of what it paid, but McArdleâs piece is a stark reminder of the real world: there ainât enough of it to keep every newsroom funded.
Iâll also say that I have been very tempted over the last year or two to start locking away some of Lucireâs 21 years of content behind a paywall, but part of me has a romantic notion (and you can see it in McArdleâs own writing) that information deserves to be free.
Everyone should get a slice of the pie if they are putting up free content along with slots for Doubleclick ads, for instance, and those advertising networks operate on merit: get enough qualified visitors (and they do know who they are, since very few people opt out; in Facebookâs case opting out actually does nothing and they continue to track your preferences) and theyâll feed the ads through accordingly, whether you own a ârealâ publication or not.
It wasnât that long ago, however, when more premium ad networks worked with premium media, leaving Googleâs Adsense to operate among amateurs. It felt like a two-tier ad market. Those days are long gone, since plenty of people were quite happy to pay the cheap rates for the latter.
Itâs why my loyal Desktop readers who took in my typography column every month between 1996 and 2010 do not see me there any more: we columnists were let go when the business model changed.
All of this can exacerbate an already tricky situation, as the worse funded independent media get, the less likely we can afford to offer decent journalism, biasing the playing field in favour of corporate media that have deeper pockets. Google, as we have seen, no longer ranks media on merit, either: since they and Facebook control half of all online advertising revenue, and over 60 per cent in the US, itâs not in their interests to send readers to the most meritorious. Itâs in their interests to send readers to the media with the deeper pockets and scalable servers that can handle large amounts of traffic with a lot of Google ads, so they make more money.
Itâs yet another reason to look at alternatives to Google if you wish to seek out decent independent media and support non-corporate voices. However, even my favoured search engine, Duck Duck Go, doesnât have a specific news service, though itâs still a start.
In our case, if we didnât have a print edition as well as a web one, then online-only mightnât be worthwhile sans paywall.

Tonight I was interested to see The Guardian Weekly in magazine format, a switch that happened on October 10.
Itâs a move that I predicted over a decade ago, when I said that magazines should occupy a âsoft-cover coffee-table bookâ niche (which is what the local edition of Lucire aims to do) and traditional newspapers could take the area occupied by the likes of Time and Newsweek.
With the improvement in printing presses and the price of lightweight gloss paper it seemed a logical move. Add to changing reader habitsâthe same ones that drove the death of the broadsheet format in the UKâand the evolution of editorial and graphic design, I couldnât see it heading any other way. Consequently, I think The Guardian will do rather well.
Tags: 2010s, 2018, advertising, Australia, design, Duck Duck Go, editorial design, Facebook, Google, graphic design, history, independent media, JY&A Media, Lucire, Lucire Men, magazine, media, newspapers, online advertising, printing, publishing, The Guardian, The Washington Post, UK, USA Posted in business, culture, internet, marketing, media, New Zealand, publishing, UK, USA | No Comments »
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