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The first question would be what you envision or consider legit traffic for your site (I do not know what kind of site it is and what's the scope).
The second question is what you consider fake traffic.
For me that would be:
a) bot traffic
b) traffic that blindly lands on the site with a huge bounce rate
c) traffic that has no way to even see / click the ads or sign up
It's no surprise that many saw their ad revenue drop by 40 pct. in the last year alone.
You can't, as a network, just charge the same CPM rates over and over while most of your Publishers are simply trying to maximize the amount of impressions. Getting any traffic available, circle jerking and killing the user experience with all sorts of redirects or with an annoying ad overkill.
Just take the effort, find a site where your ad shows - and do the following:
- check the spot where it shows
- check the user experience on the site - click on the content, browse around
See what happens - if your experience is so bad that you're about to leave, it's likely you wouldn't even ever see or had any appetite to click on ANY ad. Most of the traffic landing there may feel the same way. And if less people click on the ads - the advertisers can't of course can't continue paying the same rates, which of course also means that the Publisher payouts have to go down as well.
I have a solution where a Publisher that really cares about his site will be able to do very well, a solution that's in its 7th year on the market now, and where the payouts are growing, while pretty much everybody else sees their ad revenue go down.
BUT it takes two to tango - it will not work well unless the Publisher abandons the mindset of maximizing ad impressions at every cost.
As opposed to actually care about the user experience, about his traffic sources, and present the ads in a way that
a) they are viewed and well composed
b) it makes sense to click on them
If anybody wants me to take a look whether and how their ad revenue can be increased hit me up (cb at ctgmedia dot net / skype carlosprague), but please no circle jerk sites as described above.
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