Features

‘Buying massive clicks does not yield genuine audiences’ | Mumbrella360 video

In this video from June’s Mumbrella360 conference, Fairfax’s Kate Cox and Beth van Koesveld break down how the company’s content marketing arm recently twisted in a whole new direction.

Josie Tutty

October 9, 2018 4:13

Fairfax’s decision to stop purchasing from third-party click providers has saved the publisher millions of dollars on its branded content, and hasn’t resulted in a sizeable drop in traffic or engagement as a result.

“We found out that buying massive clicks does not yield genuine audiences,” says Kate Cox, Fairfax’s commercial content director during this Mumbrella360 session on content marketing.

Cox references third party native advertising platforms such as Taboola and Outbrain, which many publishers use to increase traffic via external sites.

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Josie Tutty

Josie Tutty was Mumbrella's deputy editor. She worked on the publication between 2017 and 2019. She's previously written and edited in the UK for Jungle Creations and Trinity Mirror.

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