Online Ad Placement Problems

As we pointed out recently, online ad networks are taking on increased importance, especially with the growth of online video viewing.  Ad Week recently ran an article about the darker side of the business, the increasing number of complaints being levied against online ad networks about questionable practices.  One of the chief complaints is deceptively pumping up ad impression numbers by running video spots that start automatically when a viewer land on a page.  Sometimes these video ads are below the fold.

The article says that marketers are offered a variety of different placements for video ads, some in much more desirable locations than others.  As with all other forms of real estate, digital ad space is governed by the three essential rules: location, location and location.  Marketers are warned to pay attention to the deal that they’re cutting; cheap CPMs often mean bad placement.