Facebook is now going through a big cleanse of advertisers who have been cloaking to advertise shady rebilling products like colon cleanses. This could spell the end of some CPA networks, but the question for publishers is, where is their exposure and how much are they owed?
Performance marketers have been running advertisements for one product while pushing the consumer to a different page, also known as cloaking. We’re sure Facebook has known about this for some time, but they’ve just decided to have a big crack down on this deceitful practice.
According to imgrind, Facebook is looking out for things like mismatched card and profile information, user interaction (buying ads but no posts), dating vertical, page wipeouts, and multiple accounts.
What does this mean? Well, lots of publishers are having their accounts banned and losing revenue. Make no mistake about it, this is a multi-million dollar loss of revenue for affiliates, and will also hit some networks and advertisers very hard. It may take a week or two, but expect to see some networks shedding staff.
Someone’s loss is always someone else’s opportunity. The flip-side of this clean out is that, where people are pushed out of the market, those clicks will suddenly become a lot cheaper, and that traffic will become available to other offers.
This coming on the heals of Google’s closure of its affiliate network is not a great signal for the performance marketing industry.
Which networks do you think will be hit? Are you promoting an offer which could be used to replace some of those offers worst hit?
Murray Newlands is an online marketing industry veteran, and the founder of TheMail.