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Exactly. Ad networks will optimize for cost per acquisition but won't charge based on it since they don't control that part of the pipeline. If advertiser's la
by hamax 11y ago
Exactly. Ad networks will optimize for cost per acquisition but won't charge based on it since they don't control that part of the pipeline.
If advertiser's landing page is down for example, the loss shouldn't fell on the ad network.
- moron4hire 11y agoIt's not really a "loss" though. It's not like there is a significant marginal cost to serving static content.
- hamax 11y agoAd network can mean many different things. In case of facebook where their ad network controls the whole process (SSP + Exchange + DSP) they would only lose, besides the infrastructure cost, the opportunity to make money by serving another ad. But for the majority of ad serving world it's not that simple. If you're for example a DSP and buy ad impressions from exchanges via real time bidding, you have to pay for the impression even if you can't charge the advertisers for it. So you lose money twice. You don't serve another ad which would make you money and you have to pay for an ad that won't be paid for by the advertiser.
- moron4hire 11y agoMeh, crocodile tears. If they shouldn't have to pay in the rare case that my site is down, then I shouldn't have to pay in the more-common-than-not case that there is no real person behind the click. And note that I have an incentive to keep my site up, whereas they apparently have no incentive to keep click-fraud down, evidenced by the fact that it's more than 50% of the case.