Forbes for years ran an alternate version of its website where it packed ads that were intended to run on Forbes.com, reports Patience Haggin of The Wall Street Journal.
Haggin writes, “Ad-buyers said the ads on the alternate site weren’t worth what they paid because they reached a different audience and appeared on overcrowded pages.
“When brands bought some of the ads, it was with the understanding that they would appear on Forbes.com, according to Adalytics, an ad-research firm that shared its findings with the Journal.
“Forbes blamed Media.net, an ad-tech company that manages Forbes’s ad-bidding software, for the misrepresentation, and said it only affected a small share of overall ad impressions. Forbes also disputed the notion that it operated an alternate site, which it described as a ‘subdomain.’ “
“Because the subdomain ‘represents a very small part of Forbes’ user base and an insignificant part of our overall business, we’ve decided to shut it down,’ a spokeswoman said Tuesday. Forbes said Adalytics didn’t give it access to review the research report.”
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