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.”
Read more here.
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