A new study suggests that the vast majority of websites are actively engaged in the advertising bandwagon, rather than simply passively accepting adverts.
According to the survey, more than 80% of websites that are active in the bandwagon are either owned or operated by the same company, and the vast number of them are used in more than half of the websites’ traffic.
It also found that online advertising platforms such as Facebook and Google are more likely to be active in bandwagon advertising than other advertising platforms, and are also more likely than other platforms to accept advertisements.
The report, which surveyed 1,000 websites, found that 78% of sites are active and the remaining 2% are passive, and a whopping 94% of active websites accept ads.
This means that 80% are actively accepting ad campaigns, and 10% are passively accepting them.
This was not true for sites that were owned by the companies in question, the study found, and only 12% of those sites were active.
“This study suggests the vast bulk of the active websites in the online advertising bandwagon are controlled by the largest companies in the business,” said Mark Massey, an associate professor of advertising at the University of Auckland.
“Their active sites are predominantly controlled by a single company, Google, with an active website owned by a small number of companies.”
In the past, the majority of online advertising websites have been run by a relatively small number, with many of the sites serving mostly niche or niche-focused audiences.
However, a large number of the companies that run online advertising networks, or ‘platforms’, have become larger and have become increasingly involved in the commercialization of online content.
“The dominant online advertising platform is Google,” Mr Massey said.
“But the majority are run by smaller companies.
There’s a big difference between being a platform and being a company.”
According to Mr Masys research, there are currently more than 100 websites on the bandwagon, including websites such as Craigslist, Ebay, Uber, Yelp, TripAdvisor and Twitter.
“We also know that some of these platforms are very active in their advertising campaigns, as evidenced by their huge online traffic,” Mr Matts study found.
“So the fact that they have a large and growing number of active sites in the market indicates that their audience is large enough to accept these types of ads.”
Mr Massey also found some websites are deliberately not actively accepting ads, which is one of the reasons for the lack of a data-based definition of bandwagon advertising.
“It’s not just the number of websites and platforms on the website, but the way they are advertising,” he said.