Facebook i jego walka ze spamem
Polecam bardzo ciekawy post ‘How To Spam Facebook Like A Pro: An Insid er ’s Confession’. Post jest długi, nawet bardzo, ale z pewnością nie nudny. Polecam na długi mroźny wieczór.
Auotrem postu jest niejaki Dennis Yu, szef 50-osobowej agencji reklamowej specjalizującej się w “local search engine marketing for franchises and professional service firms via Google and Facebook”. Artykuł poświęcony jest w dużej mierze szarej strefie reklamowej na Facebooku:
I will walk you through how these online scams work on Facebook and other social networks – the mechanics of how the money is made, some of the people involved, and who is actually clicking on ads. If you’re reading this article, there is a good chance that you are not the type of person actually clicking on these spam ads, but are you curious as to who actually is?…
Kluczowym momentem było otwarcie Facebooka na zewnątrz:
In June 2007, Facebook opened up their application developer platform so that anyone could build games on top of the social network…
Dalej czytamy:
Facebook hadn’t consider what was possible when the game developer passed on user name, profile picture, and personal details on to an advertiser - and the kind of deceptive ads that were possible…
These ads looked like they were from Facebook- the blue button, white background, same font. And, of course, they had your profile picture, your name – plus that of your friends, in the ad. If you’re a 15 year old girl, would you know what’s being served by Facebook, the game developer, or the ad network? These same offers have been running for years on MySpace, using tactics such as fake Windows system messages and pop-ups…
But the perfect storm being able to dynamically insert user data into an ad, disguising the ad to seem like part of the application, lack of enforcement by the social networks, and billing the parents’ cell phone – well, it’s no secret what happens next…
Pieniądze:
By early 2008, the platform was generating 400 million impressions a day, as people poked, bit, slapped, kissed, and drop-kicked each other to the glee of a college-age crowd of game developers. These developers weren’t professional corporations – they are college kids who build a game for fun over the weekend and now discovered they could make over $10,000 a day in ad revenue…
Więcej pieniędzy:
When the Facebook platform first launched, developers used Google AdSense, which was paying 10-15 cent eCPMs, meaning that developers were earning 10 to 15 cents for every 1,000 ads they shown. But soon, ad networks, such as the one I operated, stepped in to show that by using social data and some clever ad copy, we could raise this to well over $6—that’s 60 times better than AdSense. AdSense was getting a 0.1% CTR and earning 15 cents a click. Our ads were getting up to a 4% CTR and also earning 15 cents a click. You do the math…
Inaczej się nie da:
Believe me, I tried to do honest optimization—running legitimate flower ads on Valentines Day, Walmart ads on Cyber Monday, auto insurance offers on car racing games, and so forth. For months, I went through over 150 offers across a dozen networks, systematically testing offers, ad copy, targeting, creative templates, and so forth. I couldn’t get a single one to work. And in a previous life I worked on Yahoo!’s internal analytics team—our job was to optimize traffic…
Żeby nie przekopiować całego artykułu zakończę na tym:
We and most other ad networks would geo-block northern California—showing different ads to Facebook employees than to other users around the world. One of the largest Facebook advertisers (I’m not going to out you, but you know who you are) employs this technique to this day, using a white-listed account. Our supposition is that it makes too much money for Facebook to stop him…
Na koniec, trochę optymizmu(?)
It’s going to take a few years, but these legitimate advertisers will push out the scammers and Facebook will put more rules in place. Enforcement will tighten, but spammers are clever with shifting their entities, enough to make us all “dizzy”. We said that when these platforms first launched, earnings were in the 10 to 15 cent range. Then spammers raised the bar and could afford to pay $6 per thousand impressions (or about 20 cents a click) for the same inventory. But when the legitimate guys come with the hyper-targeted local ads, they can afford to pay $10 or even $50 per thousand impressions for that inventory. The spammers will be forced out of this particular game and onto whatever is next…
Cały artykuł dostępny jest na stronie:
http://www.techcrunch.com/2009/11/01/how-to-spam-facebook-like-a-pro-an-insiders-confession/
