Something strange occurred to the internet back in December 11th 2014.
At around 0915 hours ET, mega-trafficked media websites like Forbes, BuzzFeed, Vox, Time and Gawker lost the ads which are usually displayed in them. The spaces which were occupied by these ads, were replaced by big blank spaces. Individuals who were running Google and these websites were not happy with the action, but on the other hand, there were some individuals who were very pleased with the mini-vacation, which they got from companies usually making a lot of cash from their viewing. Google was not happy because it is the supplier of those ads.
Huge amounts of cash were lost by all those websites as well as Google although it is difficult to tell the exact amount. Google alone had lost several hundreds of thousands dollars within a period of about one and half hours while these websites lost a comparable amount or amount more than that Google lost.
Google was so eager investigating what caused that loss after the ads woke up. Most of the websites had come back to usual business at around 1045 hours ET. A quick memo was soon posted after the glitch was fixed, telling the public that things were back up and running as normal.. The memo read as a sigh expressing relief after the loss.
DoubleClick for Publisher (DFP) is a tool used in advertising services of Google and it is used by most websites to manage operations of ads. This tool resulted to the glitch which took place. The content of this tool is hosted on the machines of Google and not the servers which hold the content of its publication.
“We do not publicly reveal our revenue stream for DoubleClick for Publishers, but instead we lump it in under ‘other’ revenue on its earnings reports”, Google says. Anything which does not come from ad revenue on its own website or from websites used in an Adsense ad network is included in this. Reviewing the annual report, which was released by Google in 2013, hourly it makes about $568,000 in “other” revenue over the internet. Because DoubleClick dollars are included in this glitch, the rough estimation of Google loss would be something close to one million dollars from the last years’ server hiccup.
Before this happened, Google had experienced DFP system failure back in march 2013 when the service was down for many hours. Many individuals tend to be pleased by this, but they should not get used to it because without ads, the internet would not run.