According to a study by the nonprofit Center for Democracy and Technology (CDT), marketers are responsible for more than half of pop-ups and other adware-based advertising. The ads are supposedly placed knowingly, with and without networks and affiliates. Another 20 percent of the much-maligned ads were placed through only a single intermediary, suggesting that the marketers were aware of the placement tactics. The study categorizes intermediaries as affiliate networks, ad networks and ad-serving platforms.
The report suggests that it's a bigger problem with smaller companies than larger ones. Ads placed by major natinoal brands went through an average of two intermediaries, where smaller brands averaged 0.7 intermediaries. Traditionally, marketers have washed their hands of such responsibilities but, as this study suggests, marketers may now have to answer the call of frustrated consumers whose computers crash or run terribly slow because of the advertising nuisance. It will be interesting to see how, or if these companies respond to this 'exposure' of sorts. It will also be interesting to see if consumers start making their voices heard.