Last October, the El Uncover portal, written by Roberto Navarro, a journalist for Ultra K, owned a Unusual growth in the audience of 350%, resulting in a fourth place It is among the most read digital media in Argentina, behind it ClarionThe Infobae and La Nación. This increase has allowed for a jump and overtaking by Página / 12, Ambito Financiero, La Voz del Interior and Perfil, among others.
The surprise raised suspicions Advance Comscore investigation, The company that measures digital audiences and plays a role similar to that of Ibope in online audiovisual media.
The result was My jeweler: El Uncover received 381,000 unique visitors from desktop computers instead of 1.7 million. In other words, 78% less. And 11 million page views instead of the 18 million in the original report.
In his defense, Navarro defended himself by stating: “As it usually happens in the digital market, El Uncover has implemented a commercial strategy, a practice similar to that used by all Argentine media in the past ten years. Only El Uncover is accused of a normal practice throughout the market. Comscore reduces audiences of any kind to any medium. It only did so with El Uncover. Comscore was liable to ADEPA and the media related to its interests and decided to reduce the audience by approximately 10% to hear El Uncover. “
Without mentioning El Uncover, the Argentine Press Entities Association (ADEPA) stated that “Various episodes relate to Manipulating digital audience data In recent months they have raised concerns in the journalism industry in our country. ”He called“ public and private advertisers and all institutions associated with communication and digital marketing in our country, in order to prevent, combat and punish businesses. ”Manipulation or fraud that leads to an artificially increasing digital audience for certain sites, or seeking To harm the distribution or digital audience of third-party websites or, in general, attempt to misrepresent information and data related to Internet consumption.
“This type of fraud tends to artificially favor digital performance Some actors are in the ecosystem and are harmful to others. These are generally the media producers of original and quality content, who invest significant resources for this. In addition, such practices directly harm advertisers, who may end up obtaining these worthless ad spaces through automated tools. “
Specialist’s explained Clarion That El Uncover would have been able to increase its audience data by renting traffic factories, and buying fake traffic to inflate its numbers. But he was so rude that the entire industry took notice.