Uncovering Forbes' Fraudulent Ad Practices

On this week's episode Edward Hyatt, Director of Newsroom SEO at The Wall Street Journal takes us through staying abreast and ahead of changes to the SEO landscape. From personal experience he outlines the differences in SEO strategies between subscription and non-subscription publishers, the changes in the SEO landscape over the past decade, and the potential impact of AI on SEO for publishers.

In the news roundup the team discusses the news that Forbes has been using a made for advertising (MFA)  subdomain to game the digital advertising ecosystem. Since 2017, Forbes was using tactics that have long been condemned by anyone who cares about quality media - and we discuss the likelihood that they are the only ones. According to a US Association of National Advertisers (ANA) survey conducted last year, MFA sites received 21% of all ad impressions and 15% of digital adspend, despite being widely considered as a low-quality medium for advertising. So, what (if anything) can be done?

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