Ross Benes at Digiday reported that even though the IAB rolled out a small piece of text code for publishers to place on their sites which significantly cleans up ad fraud…93.2% of the top 500 U.S. sites have not added this code.
One of the sites which has: Business Insider.
But The Wall Street Journal has not. Despite its prolific writing about ad fraud, ironically nothing’s been done on The Wall Street Journal’s own site to prevent ad fraud.
So is Henry Blodget, Business Insider’s CEO and Editor-In-Chief smarter than William Lewis, the CEO of Dow Jones and Publisher of the Wall Street Journal?
Blodget’s in good company: the following sites have added the IAB code which is called “ads.txt”:
- USA Today Network
- The New York Times
- The Washington Post
Sites that have not:
- The Wall Street Journal
- The Atlantic
Benes at Digiday explains the IAB-approved “ads.txt” file placed on publishers’ servers helps “ad buyers avoid illegitimate sellers that arbitrage inventory and spoof domains.
The way it works is that publishers drop a text file on their web servers that lists all the companies authorized to sell their inventory, which allows buyers to check the validity of the inventory they purchase.”
Are publisher’s acting like Charlie Sheen who famously said, “I’ve got volumes on how not to behave.”
Perhaps these are the excuses of WSJ.com and 93.2% of the top 500 sites:
- Excuse #1 Publisher’s are busy
- Excuse #2 Not a priority
- Excuse #3 Waiting for the Revenue Prevention Department to be created before we deploy it
- Excuse #4 Mañana
Charlie Sheen knows he has a problem…knows what’s wrong…but clings to his excuses as to why he’s failed to address that problem.
So is Henry Blodget smarter than Peter Lewis, or is Blodget and a handful of publishers the few Americans not making excuses, and putting their money where their mouth is?
In the words of Rudyard Kipling, “We have forty million reasons for failure, but not a single excuse.”
What’s your excuse?