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Ric Bucher Is Just A Storyteller

“I’ve always been able to adapt in my career, to change” declares Bucher. “It’s served me well.”

Jack Ferris

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Over the last decade or so – we’ve seen the rise of the “insider” in sports media.

The title adorns the names of respected reporters like a military rank.  It’s a bit of a buzz word that demands the attention of the casual sports fan.  After all, insiders don’t just grow on trees, theirs is a title that was earned – forged after years of conference calls and locker room interviews.  While he’d never describe himself as such – it can’t be denied that Ric Bucher is one of the first journalists to earn an “NBA Insider” distinction.

Image result for ric bucher

“I don’t even know what that means,” shrugs Bucher.  “I’m just a storyteller.”

The truth is – labeling the media veteran as an NBA Insider is probably selling the first generation American short.  While he’s certainly earned all the stripes necessary to becoming an insider – the national columnist, radio host and sideline reporter would best be described as a renaissance man.  

Born to German immigrants, Bucher started playing piano at the age of 6.

“By the time I was 12 I hated it,” recalls the Cincinnati native.  “At that point it just wasn’t cool.”

Fortunately for 12-year-old Bucher, his attitude toward the ivories changed thanks to one of his earliest role models.  

“9 year old Joel – I’ll never forget it!”

Though three years his younger – it was Bucher’s fellow student Joel who opened his eyes to the world of jazz piano.

“I was so used to classical sheet music.  Jazz you got a couple chords, maybe a key and you go from there.  There’s so much creativity involved, so much freedom – you can make anything your own.  Kind of like writing a column – I loved that.”

To this day, the former Baldwin Music Company student still plays. 

Bucher’s ability to make proverbial lemonade would become a bit of a theme in his life.  No matter the circumstances presented – he would always find a way to make things work for him.

Image result for ric bucher

If you ask the 6’3″ athlete today, he’d say if he was born 15-20 years later he would’ve pursued a collegiate basketball career.  As it was growing up the son of German immigrants in the 70s, soccer was just about all he knew.  A lifelong player, he was always the goal scorer in high school – a mindset he was forced to shift when he began playing at Dartmouth.

“The Dartmouth coach was a former goalkeeper – so his philosophy was certainly defensive.  In order to get on the field I had to change how I played, so I shifted to kind of a defensive midfielder.”

Bucher’s compromise earned him a spot on the varsity soccer side as a freshman, a roster position he held for four years.  

After college, it was an internship with Sports Illustrated that allowed the English major to realize what he wanted to do with the rest of his life.

“I was surrounded by all these writers who would just parachute into these huge events and write great pieces.  I couldn’t wait to get started on my own somewhere.”

Up until that point, Bucher thought he would put his communication skills to work as a lawyer or an advertising executive.  Whatever it was – he wanted to be sure his working class parents were proud given their tremendous sacrifice putting him through college.

“There weren’t scholarships for soccer players, I was able to earn a bit of an academic scholarship but my annual tuition was half of what my dad’s annual salary was.  I don’t know how they did it.”

His first position landed him at the San Diego Tribune, a job he was happy to have, but he couldn’t help but compare his choices to that of his friends.

“That was a bit of a tough time for me,” admits Bucher.  “I was looking around at all my Dartmouth classmates who were working for Lehman Brothers or Leo Burnett, and I was at high school football games.  It was hard, but it was probably the best thing that could’ve happened to me.”

Bucher’s early days in Southern California turned the eager young professional into a journalist.  He began sniffing out stories himself, developing resources and making the calls.  He learned how to find the story and, more importantly, how to tell the story.  

“After San Diego, I knew I could work for just about anyone.”

The resilience of the writer was eventually rewarded with a position on the San Jose Mercury News staff covering the San Francisco 49ers.  Bucher liked football – but not like he loved his basketball.  Undeterred, he made the most of his position.  He continued to plug away until he found himself as the paper’s Warriors writer four years after his initial hiring.  

10 years removed from graduating Dartmouth – Bucher had his dream job.  Most stories would wrap up there – the son of immigrants who defied the odds to earn himself a place in the NBA media landscape.  However, as Bucher remembers it, this is where the road got even tougher.

As a minority owner, team Vice President and Head Coach – Don Nelson was the Warriors in 1993, and he wasn’t trying to make any new friends in the media.

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“I arrive on the scene and I was already way behind all my competitors.  Every other writer had been covering the team for years and had a relationship with Nelly.  I had no shot at getting any kind of exclusive information.”

Rather than raise his arms in defeat and blame his “unfair” circumstances, Bucher went to work.  He knew if he couldn’t develop Nelson, he’d try to strike up a relationship with their new draft pick out of Michigan – Chris Webber.  

“When Chris landed in Oakland for the first time there were two people there to greet him – myself and a real estate agent.”

In no time, Webber and Bucher had a bond.  Both were new on the job and trying to make a name for themselves.  At the time, Bucher was just developing a source he thought would help him through his first year.  He had no idea this source would produce the biggest story of his young career.

On the court, the Warriors were having a great season.  Webber was working on a Rookie of the Year campaign and Nelson was guiding the team back to the postseason.  From an outsider’s perspective, all seemed well in Oakland – but that was far from the case.

“Chris and Nelly weren’t getting along, and Chris used to tell me all about it.  How he wasn’t sure if he could keep playing for him,” remembers Bucher in such clarity it feels as if the conversations happened last season.

“I told him I would keep everything under wraps, but as soon as it became apparent during games that there’s a problem I would have to write it.  That’s the understanding we had.”

By February, it had become evident there was absolutely an issue between the Warriors head coach and their star player, and Bucher wrote the piece.  Before publishing, he offered Nelson a chance to comment, a chance Nelson dismissed.

Writing a story that sheds negative light on a subject you cover every day is never easy for a journalist – especially when that subject is an NBA legend and you’re a first year beat reporter.  Unfortunately for Bucher, mother nature and the scheduling gods stepped in to make matters even worse.

“We were on the road in Chicago when I was putting together the story.  We had an off day before our next game in Cleveland so a lot of the older beat writers travelling decided to spend an extra day in Chicago.  Being the new guy, I caught the first plane I could to Cleveland – and that’s when the story was published,” he pauses, the trauma of the moment still audible in his tone.

“That day, there was a huge storm in Chicago and all the other writers were snowed in, which meant they would miss Nelly’s next media availability and I would be there to face him all by myself!”

With almost 30 years covering the NBA, Bucher doesn’t seem to take much personally.  Emotions are all part of the business.  That’s why when he describes the colorful insults the Hall of Famer hurled at him that day he does so with an admirable sense of humor.  

“It was tough for a while, I was under some scrutiny and it felt like I was on an island by myself but eventually everything turned out to be true.”

Unknown to him at the time, Bucher’s courage to pen the piece earned him a favorable reputation around the league.  Not only did he write the tough story, he faced the music and refused to backpedal.  

The budding insider’s next gig sent him to the Washington Post in 1997.  It was here he had a preview of what would become iconic sports programming just a few years later.

“I used to walk into Kornheiser’s office and pose a question on whatever happened the night before, then pass the word onto Wilbon and just sit back and watch them go at it.”

Image result for pardon the interruption

After just a year in Washington, Bucher was approached about a position with ESPN the Magazine as it launched in 1998.

When asked about his transition from a daily paper to a national magazine – Bucher’s almost lost for words.

“It was awesome!”

In 1998, Sports Illustrated was still king, but ESPN the Magazine was the cooler, younger and edgier competitor.

Not only was he able to build his brand and readership on a national stage, but for the first time he had the opportunity to be on television.  It wasn’t the medium he set out to conquer, but the piano playing soccer star was never one to back down from a new challenge.  In time he was able to hone his on air skills as he became a regular contributor to studio shows.  He didn’t realize it at the time, but by branching out as a multimedia personality, Bucher was preparing himself for the seismic shifts that would slowly upend the industry.  

“If you look at my career, I saw the end of newspapers.  I saw it a little bit at a time, decision makers not seeing that everything was moving toward digital.”

In 2012, Bucher thought it was time to cut down on the travelling and focus on being around his kids in the Bay Area.  With years of television experience now on the resume, he took a job with CSN Bay Area and the Warriors as a sideline reporter.  He also joined the Bay Area’s new sports station 95.7 the Game as a morning show host.  However, the move that raised the most eyebrows was his eventual agreement to work for Bleacher Report.

“I’ll admit – that was kind of dumb luck,” reflects Bucher today.

It’s hard to imagine, but just five years ago the idea of a national writer as well-known as Bucher working for a website was relatively unheard of. 

“I wasn’t so sure at the time when they approached me, I actually told them they didn’t have the best reputation – but I liked the plan they had for themselves and I agreed to give it a shot.  My role with them was changing all the time at the beginning, but I stuck with it and they remained true to their word.”

Five years later Bleacher Report’s platform is undeniable, and digital outlets the likes of The Athletic and The Ringer have become sought after destinations for national writers and media personalities alike.  

“I’ve always been able to adapt in my career, to change” declares Bucher.  “It’s served me well.”

Image result for ric bucher

Ric Bucher has seen his career evolve from a high school sports writer in San Diego to the lofty position of NBA Insider for both ESPN and now Fox Sports.  He doesn’t claim to have predicted the evolution of the sports media landscape, but he always seems to be slightly ahead of the curve.  

Like turning classic piano chords into jazz – Bucher’s never been afraid to improvise.   

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NBA Basketball Media Continues to Pile On The Boston Celtics

These Celtics have yet to win a ring and that is on them, but the media criticism levied against them has been inane.

John Molori

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Logo for the Boston Celtics and screengrabs from ESPN
Screengrabs from ESPN's First Take and Get Up

They are the most unfairly criticized team in the NBA, a team that cruised to 64 victories and earned the number one seed in a very tough Eastern Conference. They have taken two NBA playoff series in five games respectively and lead the Eastern Conference Finals 2-0 versus Indiana.

I speak of the Boston Celtics, and despite these sterling facts, their two superstars, Jayson Tatum and Jaylen Brown and the team as a whole, continue to garner criticism from the roundball media.

These “experts” say that the Celtics cannot be trusted and that they have not played to their potential. The Celtics have been to the Eastern Conference Finals six times since 2017 and made it to the NBA Finals in 2022, losing to the Golden State Warriors, but to listen to the basketball cognoscenti, you would think they are a bunch of green-clad slugs.

I get it, the Tatum-Brown Celtics have yet to win an NBA Championship, and I agree that if they don’t win it all this year, it will be a failed season for sure. After Boston defeated Cleveland in the Eastern semifinals, TNT analyst Draymond Green stated that no one cares that the Celtics once again made it to the conference finals. He is 100% correct, but that does not mean that the Celtics are utter garbage.

It’s really hard to win an NBA playoff series in five games. The Celtics have already done that twice in these playoffs, but instead of giving the Celtics credit for taking care of business, many commentators have denigrated them for how they are winning and the teams they have faced or did not have to face.

Joel Embiid was hurt. Giannis Antetokounmpo was hurt. The Knicks were banged up and the Cavs lost Donovan Mitchell. Well, too bad. Injuries are a part of the game. Are we forgetting the Celtics have been crushing playoff series without Kristaps Porzingis? When the Celtics get attention from the national media spotlight, it is usually with an air of disappointment and disgust. I’m wondering why.

ESPN and FS1 give endless attention, hope, positivity, and forward-thinking to the Los Angeles Lakers. Simply put, the Lakers are a mediocre to decent basketball team at best. They were dumped in the first round of the playoffs and if not for their history, LeBron James, and the city in which they play, they wouldn’t even be in the discussion. They are the New Orleans Pelicans with Snoop Dogg at courtside.

Still, the Lakers remain in the A block on many network hoops shows. Do you want to talk about a lack of trust, disappointment, and not reaching potential? How about the defending champion Denver Nuggets?

Yes, they have a two-time MVP in Nikola Jokic, but what about his team this year? They fell to a bunch of playoff neophytes called the Minnesota Timberwolves, losing Game 7 at home. Meanwhile, the Celtics took out an always tough Miami Heat team and a highly competitive Cavaliers team, 5 games each. All these Celtics do is win. Does it matter if the wins are pretty? Since when is that the media litmus test?

In a recap of Game 1 of the Eastern finals, a thrilling 133-128 overtime win for Boston, ESPN’s Tim Bontemps said that the Celtics almost “coughed up” another game at home. He went on to say that all the Pacers had to do was inbound the ball and hit a free-throw, and they would have won. Fine Tim, but guess what? They didn’t get it done and the Celtics did. Mistakes and capitalizing on mistakes are a big part of basketball.

Bontemps went on to say that if the Celtics don’t win Game 2 vs. Indiana, the Game 1 win will not matter. This is quite possibly the most foolhardy statement uttered in this year’s NBA playoffs. When four games win a series, every win matters. I understand that the Celtics lost Game 2 at home in their first two series, but so what? They righted the ship and swept both series the rest of the way.

During Game 1 against the Pacers, the Celtics jumped out to an early double-digit lead, but Indy came back to tie the game as good NBA playoff teams are known to do. ESPN’s Lisa Salters asked Boston guard Jrue Holiday how the Celtics lost the early lead. Holiday calmly replied that the Pacers are an NBA team as well. Exactly.

At the end of Game 1, after Boston stormed back in regulation and dominated the OT, ESPN play by play announcer Mike Breen said that the Celtics “survived” Game 1. It was an interesting choice of words that underlined the unfair criticism of Boston.

Coming back in a game, hitting big shots, and winning when it matters is not surviving. It is stepping up, closing the door, and being clutch. Breen is probably unfamiliar with these words because he’s been hanging around the Knicks too long.

On the May 21 edition of ESPN’s First Take, the talented and eloquent Andraya Carter questioned whether the Celtics can be trusted pinpointing Jayson Tatum in the conversation. Austin Rivers vehemently disagreed and the two engaged in a lively debate. The morning after the Celtics won Game 1 vs. the Pacers, ESPN’s Get Up crew still dogged them.

The eminent host Mike Greenberg asked the panel how Jaylen Brown could get open for the “easiest” three-point shot of the game to tie the game with just seconds left in regulation.

If you watch video of the shot, however, it was hardly easy. Brown was in the far corner with the 6-10 Pascal Siakam in his face and the Indiana bench just a couple of feet away most likely yelling Dicemanesque obscenities his way. These are the types of unmerited insults tossed at the Celtics. Brown hits an amazing shot with everything on the line and it is somehow considered the easiest shot of the game. Really?

Much of the rancor toward the Celtics is based on their stacked roster and the perceived lack of talent in their opponents, but let me get all historical on you for a minute. The nearly unanimously coronated greatest player in the history of the game, Michael Jordan, did not play all-time great teams in winning his six NBA Championship series.

In 1991, it was an old Lakers team. In 1992, it was the utterly forgettable Portland Trailblazers. In 1993, it was an aging Phoenix Suns team with Charles Barkley trying to get a

ring. In 1996, it was a good, but not great Seattle Sonics club, and in 1997 and 1998, it was the Utah Jazz. I’ll give the Jazz Karl Malone and John Stockton, but the rest of the team did double duty in a men’s weeknight league at the Northern Utah YMCA.

In fact, a team’s competition is trivial. If you win, you win. It doesn’t matter who is on the opposite side of the court. The Celtics have yet to win a ring and that is on them, but the media criticism levied against them has been inane.

Even the legendary Michael Wilbon piled on saying that if the Knicks were completely healthy, he would have picked them to beat the Celtics. All due respect to Mr. Wilbon, but a fully healthy Knicks team still may not have beaten the Pacers, sharpshooting like Martin Riggs in Lethal Weapon.

On Get Up this past week, ESPN’s Alan Hahn said that Jayson Tatum is not in the same league as LeBron James. No kidding, Alan. LeBron James is the leading scorer in NBA history, a man who has defined the sport for two decades. Hahn doubled down however, stating that Tatum is not in the same league as Luka Doncic.

Doncic is an immensely skillful player, but that’s about it. His Mavericks are in the conference finals for only the second time in his career. He has taken his team absolutely nowhere. Doncic is the is the Josh Allen of the NBA. Super stats, but not a sniff of a conference championship to his credit. His name is Luca, and he lives on the second bill to Tatum.

On the May 22 edition of First Take, Stephen A. Smith noted that Jayson Tatum scored 12 points in the Game 1 overtime period, but also added that Tatum shot 2-10 in the fourth quarter and early in overtime.

Fair enough, but he then stated, “You’re looking for him, and he was nowhere to be found when it really counted.” Huh? So, it didn’t really count in overtime? Game 1 of the Eastern Conference finals between the Celtics and the Pacers was a tremendous NBA playoff game, one that should go down in history as a classic.

Instead, it became a springboard for continued unfounded Celtics trashing. Not every competitive NBA game is perfect. Teams make mistakes and miss shots. That’s basketball.

Game 2 saw the Celtics drub the Pacers 126-110 making them 10-2 in the playoffs with multiple trustworthy players delivering in the clutch. This series might end in 4 or 5 games, or could go 7, but to once again paraphrase Draymond Green, nobody cares as long as you win. Despite the baseless media negativity, that is exactly what the Celtics have been doing.

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Ken LaVicka Looks Ahead Following ESPN West Palm Exit

“The last thing I wanted to do was bus throw.”

Derek Futterman

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Ken LaVicka
Courtesy: ESPN West Palm

Although April Fool’s Day had recently taken place, the message Ken LaVicka was delivering on the air early in the month was hardly a joking matter. In an announcement that came as a shock to listeners and LaVicka himself, he revealed that he was leaving ESPN West Palm after 17 years with the outlet. For the last three years, he was the co-host of the popular LaVicka, Theo and Stone midday program, which provided local listeners with discussion and revelry surrounding sports in South Florida and in the United States as a whole.

While it was insinuated to LaVicka that there were financial reasons for the exit, the entire move left him uneasy and uncomfortable, suddenly finding himself out of regular hosting work and looking for a new job. After all, he had been appearing on the air for the Good Karma Brands-owned radio station since 2007, one year after he completed college at Valparaiso University. Over the years at the outlet, he augmented his standing through shifts as an update anchor and fill-in host to eventually being granted his own full-time hosting slot.

The audience within the West Palm Beach and Treasure Coast marketplace had become accustomed to his voice and opinions for more than a decade, making the move difficult for both parties involved. In fact, as LaVicka was divulging the news in the last 20 minutes of what was his final show on the station, he articulated that it was not only he and his partners losing the midday show, but those listeners that encompass the audience as well.

“It was ultimately a corporate decision,” LaVicka said. “It was definitely not mutual. I would prefer to still be at ESPN West Palm. I am unhappy that I’m not at ESPN West Palm, but hey, we’ve been in the business a long time. I’ve seen a lot of friends end up losing jobs over decisions that come from a much higher paygrade, and so I think that ultimately that’s what happened to me.”

When reflecting back on the circumstances that led to his departure from the station, LaVicka believes that he was seen as expendable. Outside of his hosting work, LaVicka is a play-by-play announcer for Florida Atlantic University and calls NWSL soccer matches on various digital platforms. Although LaVicka is appreciative of the company’s belief for him to find his footing again, he is crestfallen to be off the air but conducted himself with professionalism throughout his egress.

“The last thing I wanted to do was bus throw,” LaVicka said. “Was I disappointed? Absolutely. Was I bitter? For sure, and I still feel bitterness towards the situation that unfolded. But I also think that the positives of the opportunities afforded to me by Good Karma Brands for almost 20 years, and also at the end them trying to, while making a tough decision that was going to have an adverse effect on me, try and do it in the most professional and classy way possible that you could in that spot, it kind of allowed me this freedom.”

There exists a dichotomy between LaVicka’s time at ESPN West Palm ending and that of the midday program itself. Upon discovering that he would not be retained, he made this distinction and felt despondency towards having to leave his co-hosts Theo Dorsey and Stone Labanowitz. The broad age cohort on the program and varying perspectives on sports was an aspect that LaVicka believes engendered a unique offering on the air. LaVica has been at the station the longest among the trio, and his partners understood the importance of having the ability to say goodbye to the listeners through the platform.

LaVicka remembers starting at the outlet and describes the first office he worked out of as an “absolute closet,” but it proved to be a place where the business continued to flourish. Originally being from Chicago, Ill., he adjusted to living in southern Florida while also having an ability to focus on growing his career.

The perception that he had of sports talk radio when he was studying in college and participating in the student-run radio station differed from what he ultimately experienced working at ESPN West Palm. It was preceded by a year working at then-FOX Sports 100.5 FM in Madison, Wisc., also owned by Good Karma Brands. LaVicka accepted the role three days before he was supposed to move to Dickinson, N.D. to work as a sportswriter for The Dickinson Press, deciding to pursue his passion in radio.

Nearly two decades later, he evinces an ongoing, axiomatic shift pertaining to multimedia consumption and content creation. LaVicka believes it has become more difficult for terrestrial radio outlets to find businesses who want to associate with their work and delivery methods, although it is dependent on the marketplace. The apprehension he possesses in this regard, however, is in whether talented young people will be able to secure and subsequently capitalize off opportunities.

“Local radio will not die,” LaVicka prognosticated. “It’s still too much of a bonding entity for it to go away completely, but the expectations of how much money a local station can bring in just using traditional means as its way of bringing in income – there’s going to have to be some forward thinkers in that local radio space because you can’t just go, ‘The person goes on air – sell sponsorships’ It doesn’t work like that anymore.”

LaVicka himself is currently looking for a new role in the industry and is not opposed to moving out of south Florida if the opportunity is right for him and his family. Since losing his job at ESPN West Palm, he has endured many sleepless nights and pondered over the amount of fortitude and patience he has within the process.

Even though he is not ruling out an eventual return to ESPN West Palm, he views the outcome as unlikely. The value working there, however, comes in being able to relate and appeal to a diverse, transient audience residing within the locale. Good Karma Brands is assisting him with the process by promoting his work and providing him with financial assistance as he prepares for his next career move.

“I don’t want to come off as cocky, but I’m very confident in myself that given an opportunity; given a role – a sizable role that is something that’s going to be consumed by a lot of people – I get that opportunity, I’m going to excel in it,” LaVicka said. “There hasn’t been any point in my career on air where I haven’t been given an opportunity and then it didn’t completely expand past I think what the initial expectation was, and this includes my time at Florida Atlantic.”

While LaVicka is open to opportunities in terrestrial radio, he is also exploring working in the digital realm and recently started a YouTube show with WQAM digital content producer Zach Krantz titled By All Accounts. LaVicka first met Krantz at Miami Dolphins practices and training camps when he was working on The Joe Rose Show, and they shared several laughs and memorable moments.

When LaVicka and his wife welcomed their second child into the world, it required a stint in the neonatal intensive care unit at Joe DiMaggio Children’s Hospital in Hollywood, Fla. Their newborn daughter ended up spending 72 hours there where her health improved. Krantz discovered the circumstance shortly after it began and reached out to LaVicka to offer his support, understanding the stress with the situation after his son was in the NICU for several months.

“[He] made sure to come find me at the hospital and put me at ease [and] talked me through the process,” LaVicka said, “and that was massively important to me, had a major effect on me and also gave me an idea of the type of person Zach Krantz is.”

Krantz came up with the idea to start a program with LaVicka, reaching out to him shortly after his exit from ESPN West Palm. Within his proposition, he explained that they already possessed strong chemistry and rapport and would work together to begin a show from phase one. Despite the program still being in its early stages, LaVicka can sense palpable growth potential that could perhaps turn into its own sustainable entity if it continues to grow. The venture is not evanescent, but rather something he is committed to growing in the long run as he discovers the media landscape and searches for the most optimal long-term solution.

“I want this thing to be broad,” LaVicka said. “I want it to be fun, but I think that I also want to make sure that it at least plays to our strengths, which is being petty sports fans; which is showing favor to South Florida sports, making sure that we’re being extremely relatable in the grand scheme of things.”

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How Advertisers Can Protect Their Digital Ad Spend

Invalid website traffic from automated scripts and “bad bots” will waste $71 billion this year.

Jeff Caves

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Graphic for digital advertising

Small and medium-sized businesses (SMBs) partnering with digital marketing companies for their ad spend can enjoy significant advantages. Digital companies, such as many radio stations’ digital departments, often have more expertise than SMBs in spending money wisely to generate website traffic and, crucially, in avoiding the waste of ad dollars on fake traffic. Fake website traffic has increased by 33% in just two years. Invalid website traffic (IVT) from automated scripts and “bad bots” will waste $71 billion this year. Here are some questions advertisers can ask their digital partner to help eliminate fake ad engagement:

Make Data and Machines Work

Ask your digital partner if they use advanced data analytics and machine learning to optimize your ad spend. By employing predictive analytics—predicting future outcomes—savvy digital marketers can identify audiences most likely to engage genuinely with your ads. Inquire if they use Google Analytics and how it can help flag potential fraud and protect your investment.

Blockchain Technology for Ad Verification

To ensure transparency and security in your ad campaigns, some digital marketers leverage blockchain technology. This technology records every click and impression, guaranteeing that each interaction is genuine and that payments are made only for verified interactions. Blockchain makes it more difficult to change, hack, or manipulate data.

Advanced Attribution Models

Check if your partner uses multi-touch attribution models, which consider all touchpoints in the customer’s journey to your website. This approach provides a comprehensive view of how each ad contributes to conversions. Algorithmic attribution models apply sophisticated algorithms to improve ROI measurement.

Partnerships with Anti-Fraud Organizations

Ask if they collaborate with anti-fraud organizations to reduce fraud in digital advertising. Some digital companies ensure that campaigns and partners are certified by organizations like TAG, guaranteeing that ad placements are genuine and not plagued with fake engagements.

Private Marketplaces

Ensure that ad placements are with trusted publishers, reducing the risk of fraud. Some digital companies use private marketplaces, where a limited number of advertisers can buy and access premium inventory that is less susceptible to fraud, ensuring higher-quality ad placements for your business.

Real-Time Bidding (RTB) and Enhanced Filters

Your digital partner should set criteria for real-time bidding to ensure only high-quality, vetted traffic is considered. Real-Time Bidding is an auction setting where ad impressions are sold and bought. And transactions occur within seconds. Once an advertiser’s bid wins the auction, their digital ad is instantaneously shown on the website or property of the publisher.

Dynamic bidding strategies can adjust in real time based on the quality and performance of the inventory, maximizing the efficiency of your ad spend. Attempting this on your own can be challenging and less effective.

Focus on User Engagement Metrics

Ensure that deeper engagement metrics are employed, such as time spent on a page, scroll depth, and interaction rates, to provide a clearer picture of ad effectiveness. Analyzing post-click behavior helps determine the quality of engagements, ensuring that clicks result in meaningful interactions.

By partnering with well-established digital marketing companies, SMBs can access advanced technologies and strategies to ensure that digital marketing efforts are practical and efficient. Make sure your website conversions are as high as possible. YouTube and Google Search are leading the way in combating bot traffic, while LinkedIn, Google Video Partners, and X are less effective at blocking “bad bots.” Finding a reliable digital partner is crucial to protecting your ad spend and maximizing your returns. Beware of the bad bot and ensure your advertising efforts drive genuine value.

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