The subdomain was shut down in late March, after the Journal raised the matter with Forbes while fact-checking the story.
The NYT plans to benchmark both its direct-sold and programmatic ad inventory in an attempt to prove its premium status in the digital ad marketplace.
Advertisers and agency execs who've made buys with Forbes are poised to review their logs and demand refunds for impressions served to the MFA subdomain.
Existing metrics like viewability aren't effective for distinguishing "premium" publishers.
#mfa-subdomain-scandal #attention-metrics #premium-publisher-inventory #digital-advertising #media-ethics
Collection
[
|
...
]