Why The Best Performance Marketers are Bad Actors

When we’re wandering around the internet, the hard truth is that we are constantly at risk. There are bad actors constantly attempting to perpetrate cyberattacks on unsuspecting web surfers. And, more and more often, those bad actors are utilizing some pretty sophisticated marketing tactics and we don’t even realize it. Matt Gillis, the CEO of Clean.io, says it’s time to change that mindset.

“Most of the CMOs and marketing leaders that would be listening to this podcast, you're buying ads at a dollar CPM, and you're hoping that you get a half a percent click-through rate. These bad actors have figured out how to buy those same ads for that $1 CPM and inject JavaScript and create a 100% click-through rate.”

On this episode of Marketing Trends, Matt explains those tactics in-depth, and he discusses the role bad actors are playing in the end-user’s overall experience. Matt explains why the No. 1 goal of this nefarious activity is not necessarily compensation, but more so engagement and, he identifies why popular extensions are not acting in the user’s best interest.

Main Takeaways:

• Customer Experience is No. 1: The mission to make ad experiences better on publishers is rooted in the idea that customer experience is the No.1 priority. If someone comes to a publisher’s website and has a bad experience due to ads or bad actors, more than likely, they won’t return to that site.
• The Best Performance Marketers in the World: Marketers and publishers need to stop thinking of bad actors as just cyber attackers. Instead, they need to begin to understand that these same bad actors think just like marketers, but are not bound to the same rules and regulations that marketers abide by.
• It’s All About Engagement: The No. 1 goal of any bad actor is to draw engagement. Bad actors want the end-user to get to a certain landing page by enticing them with a discount code, gift card, etc.

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