Solving for Forced Redirects -

Solving for Forced Redirects

Solving for Forced Redirects
Andrea Haldeman

As Ad Exchanger recently reported, Forced Redirects cost publishers significantly. While malware accounts for 0.5% of all ads served and can spike during outbreaks, the impact is larger as it prompts users to install ad blockers and increases bounce rates, costing publishers money. And while there are tools that attempt to prevent these ads (and malware, cookie stuffing, or in-banner video) from appearing, they all come with restrictions that reduce publisher revenues. Additionally, Ad Exchanger reports that implementing scanning tools can increase latency by 50 milliseconds. And with Adobe reporting that nearly 80% of adult consumers saying that they’ll abandon a site if the content takes too long to load, we can’t forget the importance of page load times. As a result, publishers are looking for some middle ground to provide protection without the latency impact to yields.

In each publisher’s search to attain 100% fill rates for all of its units to maximize revenues, it will oftentimes accept lower-priced bids which increases the chances that malware gets served.

We took a zero-tolerance approach to malware, and we attacked the issue from multiple angles. Ultimately Inuvo’s publisher solution will always choose not to serve anything it sees as risky. While fill rates dropped a bit since zero-tolerance implementation, there have been no reported instances of forced redirects or malware being served. When a publisher puts an Inuvo tag on its page, it is a show of trust which Inuvo takes seriously. Our goal, first and foremost, is to do right by the publisher. That means striving to ensure that no malware is introduced, making sure users have good experiences, and maximizing publisher revenues.

By serving only high-quality viewable ads in appealing placements, publishers find that the user experience is optimized, and the incremental placements truly deliver incremental yield. The publisher wins, the advertiser wins, and the user wins.

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