Life on its own online isn’t easy for Vice Media. Ending the digital publisher’s controversial practice of rolling up web traffic for partner sites into an aggregated number resulted in the total d…
. The numbers improved slightly for May, when the company eliminated the majority of the branded topic verticals on the site.Vice Media
A Vice spokeswoman attributed the decline to a reduction in the amount of content being produced for Vice.com in April while the staff focused on revamping the site as part of the removal of the verticals.The drop-off stemmed from “editorial being directed to build a platform for the new Vice.
Vice justified the decision to cease partner-traffic aggregation last month, citing growth on their owned-and-operated sites had “outpaced former partner sites.” While true, with October 2018 being the first month that traffic to Vice.com was greater than that of partner sites, partners contributed over 24 million views for Vice Media in the last month of the practice. Its removal meant the loss of what constituted 37% of its total traffic in March.
Alluding to the past traffic-aggregation practice at the Vice Newfront presentation in May, Chief Revenue Officer Dom Delport described the strategy change as a “move toward transparency” and mentioned that no longer boosting their traffic numbers would mean “our Comscore numbers will drop and we know it… we don’t care because it doesn’t represent our audience.”
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