Online-Marketing-Universe of Bullshit Map 2016

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Grade in Jules Ehrhardts State of the Digital Nation 2016 gefunden, die Marketing Technology Landscape Supergraphic 2016, oder wie ich sie nenne: Die Online-Marketing Bullshit-Universe-Map. Hier als gigantische 12.000px-Version (JPG, 31,5MB).

Ich habe die neue Grafik auch an meine Bullshitsplosion-Grafik von vor ein paar Monaten drangeflanscht (Bild ganz unten), da erkennt man nochmal wunderbar die Blähungen der Online-Advertising-Bubble. Laut denen sind seit 2015 nochmal 1500 Firmen hinzugekommen (von 2000 auf 3500), ein Wachstum um sagenhafte 75%! That's some massive Bullshit right there! Auf das Thema werden wir in ein oder zwei Wochen ohnehin nochmal zu sprechen kommen, es stehen einige Veränderungen an.

Bis dahin genügt erstmal eine neue Studie von Kalkis Research, wunderbar überschrieben mit: Clickbait And Traffic Laundering: How Ad Tech Is Destroying The Web. In der Studie sprechen sie unter anderem von „Shell Websites posing as Blogs“ (hihi). Zusammengefasst: DasGeileNeueInternet is doomed.

clickbaitEstablished publishers are trashing their websites with low-quality content recommendations. Bad guys gaming ad tech rules. The Web is turning into a clickbait jungle. Smartphone manufacturers and software publishers, worried about worsening browsing experience, are uniting to fight online ads. Unless ad tech starts to pay attention to the consumer, its days are numbered.

Internet traffic sources have shifted from search engines to recommendation platforms. As traffic is harder to track, it becomes easier for shady websites to posture as legitimate publishers. Traffic laundering is thriving. Bad guys have become experts at gaming ad tech metrics and monetizing fake or unwilling visitors.

Legitimate publishers themselves have turned away from Google as a source of traffic, and resorted to clickbait and traffic brokers to monetize their visitors. Ad tech's rules for ad placement have distorted the web so much that consumers have revolted and started using ad blockers. Smartphone manufacturers and software developers have joined the trend. The efficiency of digital marketing has been declining for years. Unless ad tech changes its stance and becomes much more consumer-friendly, it will be responsible for its own demise.

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