This is a very interesting read! One that helps to shed light on how quickly our industry is transforming.
At sovrn, we constantly strive to remember that there is a crucial difference between the ‘long-tail’ of the internet and the ‘shady corners’ of the internet. There are millions of sites with great content and readership all over the world that will always attract buyers regardless of size. These are sites focused on enhancing the whole of the web with information that enriches the expertise of real audiences.
As many of us have been reading about over the past few months, sites full of malicious content and fraudulent traffic activity are starting to raise red flags for major buyers industry wide. As more of these buyers ‘blacklist’ this kind of inventory, such activity will be more difficult to capitalize on, opening more spend for smaller sites and helping to wash the internet of the trash.
Although the focus may begin with larger publishers, the goal of overall spend will not change. Buyers and advertisers will always be looking for strong readership accessing real content.