How Many Ads And Trackers Does ONE Page Load to target a visitor?

NOTE TO CFOs: Check the domains on which your marketers are buying ads, especially if they are buying through programmatic ad tech. Some of the domains below are egregious examples of domains that collect and sell users’ information. Check with your compliance officer about GDPR and CCPA privacy regulations and whether you have liability.

Marketers Want To Believe

Over the last ten years, marketers have rushed headlong into digital advertising. Most believe the promise of “the right ad to the right person at the right time.” And to service that goal, ad tech companies have sprung up with every possible means of gathering data about users, for the purpose of improving targeting.

It wasn’t until the Facebook/Cambridge Analytica scandal that consumers finally realized just how much information is being collected about them, and that they have no recourse. Further, they never gave consent to these ad tech companies. And they probably would never give consent to companies they’ve never heard of before.

Consumers Want To Block

When consumers visit a page on People Magazine’s website they knew they were interacting with people.com. But they did not know about the 100 other trackers that were loaded by the page or by the ads loaded into the page, that were all collecting their data and sending it to third parties, outside of the site. The sheer number of ads and trackers loaded by a single page has caused the user experience to deteriorate so much that an increasing number of consumers use ad blockers to protect themselves.

Here’s an example of everything that is loaded in by 1 page on people[.]com. The tree graph from #FouAnalytics shows “what calls what.” This means the page called a particular ad serving domain, an analytics domain, a tracker domain, etc. And some of the ads called other trackers, etc. The branches of the tree diagram depict what called what.

Most consumers are not aware of this entire cascade of ads and trackers loaded by the page and by the ads that are loaded on the page. And most consumers have DEFINITELY not given consent to each and every one of these trackers’ companies. Look at a few examples below. ALL of them are tree graphs of the ads and trackers loaded by ONE PAGE. Some are egregious and shocking.

https://adsbydomain.fouanalytics.com/q/people.com

 

https://adsbydomain.fouanalytics.com/q/aol.com

 

 

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