GONE BAD - Digital Citizens Alliance

GOOD MONEY ..... To understand the problem fully, we have to follow the ..... and web site hosting experts, combing webmaster forums and blogs, reviewing .... included links to non-premium aggregators of news and information, with varying ...
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GOOD MONEY

GONE BAD

Digital Thieves and the Hijacking of the Online Ad Business A Report on the Profitability of Ad-Supported Content Theft February 2014 www.digitalcitizensalliance.org/followtheprofit

CONTENTS Contents..............................................................................................................................................................i Table of References......................................................................................................................................ii Figures..........................................................................................................................................................................................ii Tables............................................................................................................................................................................................ii

About this Report...........................................................................................................................................1 Executive Summary..................................................................................................................................... 3 Three Key Relevant Growth Trends..................................................................................................... 4 Methodology................................................................................................................................................... 4 Sites Studied ............................................................................................................................................................................ 4 P&L Model.................................................................................................................................................................................. 7

Profitability Analysis and Key Findings............................................................................................... 8 Problem for Premium Brands........................................................................................................................................... 9 Site Affiliations and Bad Actors......................................................................................................................................10 Segment Analysis................................................................................................................................................................. 11

Summary and Recommendations...................................................................................................... 13 Acknowledgement..................................................................................................................................... 14 Appendices.................................................................................................................................................... 15 Appendix A: P&L Detail...................................................................................................................................................... 15 Appendix B: Cost & Revenue Detail.............................................................................................................................19 Appendix C: Sites Studied............................................................................................................................................... 20 Appendix D: Premium Brands Appearing on Sample Sites..............................................................................25 Appendix E: References....................................................................................................................................................26

i

TABLE OF REFERENCES Figures Figure 1: Growth in Programmatic..................................................................................................