Viral publishers have been inoculated.
Media buyers tell Digiday that interest in viral publishers — such as ViralNova and Distractify,who built large audiences by sharing uplifting content on Facebook — has cooled as reliance upon platforms left the sites exposed to Facebook’s algorithm changes and inconsistent traffic. And several viral publishers have been unable to overcome fraud and viewability issues, sources said. Some have also seen their traffic decline, according to third-party data.
“I think buyers pay less attention and they get less consideration than previously, in part because it was a fad that had its bubble burst,” said Rob Griffin, chief innovation officer at Almighty.