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Proof Positive Click Fraud Impacting Retailers by Augustine Fou
1. Retail Brands
Suffering Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
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Augustine Fou
2. Executive Summary
• Click fraud usually happens on “search
partners” sites; there are many examples of
fake sites with no traffic, but lots of ad clicks
• Big retailers’ big spending on search ads
- Walmart.com - $4M per month
- Sears.com - $1.5M per month
- Macys.com - $900k /mo
- JCPenney.com - $800k /mo
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Augustine Fou
33. Related Articles
Bad Guys Happily Rob Display Advertisers
By: Augustine Fou, July 23, 2012
Everything Fake (Display Ad Fraud, Search Click Fraud)
By: Augustine Fou, April 2013
Blacklisting vs Whitelisting
By: Augustine Fou, October 2013
Visual Proof of Click Fraud
By: Augustine Fou, November 2013
How Display Ad Fraud Works
By: Augustine Fou, May 2013
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Augustine Fou
34. Dr. Augustine Fou – Digital Forensics
“I advise clients on optimizing
advertising across all channels. Using
insights and fast-feedback loops from
digital, we can not only target brand ads
better, but we can detect and mitigate ad
fraud and waste.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou