Publishers experiencing a downturn in traffic following the tweak to Facebook 's News Feed websites will turn to low - cost traffic filtering to make up the difference . However , analysts say that those who do so open themselves up to a greater risk of fraud . The same goes for publishers who rely on celebrity endorsement to drive traffic and whose posts will appear less frequently on Facebook . " Those that do n’t know how to do proper traffic filtering websites get crushed " , said rod Mendez , board member of ad tech firm Yieldbot .
Publishers experiencing a downturn in traffic following the tweak to Facebook's News Feed algorithm could turn to low-cost traffic resellers to make up the difference. However, analysts say that those who do so open themselves up to a greater risk of fraud. The same goes for publishers who rely on celebrity endorsement to drive traffic and whose posts will appear less frequently on Facebook. "Those that don’t know how to do proper audience targeting will get crushed", said Jonathan Mendez, board member of ad tech firm Yieldbot.