Ad fraud poses both a challenge and an opportunity for online publishers to differentiate themselves in the programmatic market place by selling certified, high quality ad inventory.

1. Fighting Ad Fraud: An
Opportunity For Publishers
AD FRAUD POSES BOTH A CHALLENGE FOR THE INDUSTRY AND AN OPPORTUNITY FOR
PREMIUM PUBLISHERS TO DIFFERENTIATE THEMSELVES IN THE PROGRAMMATIC
MARKET PLACE

2. Publishers Can Increase Revenue By Selling
Certified Inventory
 The problem: Between $2B to $6B of online ad spending goes to fraudulent
actors.
 Existing solutions are imperfect: They block impressions after they were bought
and they report fraud, but they don’t address the underlying problem.
 Publishers lose revenue because of price competitions with cheap fraudulent
inventory.
 An inventory certification service would enable publishers to separate themselves
from fraud and increase revenue.

3. How Ad Fraud Works
Source: http://www.iab.net/media/file/IABDigitalSimplifiedUnderstandingOnlineTrafficFraud.pdf
Key Moments in an Ad-Fraud Scheme:
3. Infected computers (bots) are controlled by the
bad guys.
4. Bad guys set up bogus web-sites.
5. Bad guys sell ad space via ad-network/ exchanges
on the bogus sites.
7. Bad guys direct their army of bots to the bogus
sites, generating fake traffic.
8. Every sold ad on the bogus site generates $$$ for
bad guys.

4. The Fundamental Problem – How to Distinguish
between Fraudulent and Good Traffic?
www.NoName.com
www.cnn.com
What do I buy?
How do I
differentiate
myself?
Wow!!! Making
$$$ is easy 
www.fraude.com
Laughing all the
way to the bank
$$$

5. Existing Solutions Are Imperfect
I have to do
something
We can help:
 We will block your ads from
showing on fraudulent sites (after
you buy them).
 We will let you know if you buy on
fraudulent sites.
 Sorry, we can’t improve your
advertisement performance.
We can help

6. Certification Makes it Easy to Distinguish
between Fraudulent and Good Traffic
www.NoName.com
www.cnn.com
I only buy
certified
www.fraude.com I am certified
Exchange
Yes
Advertisers Buy
Certified OnlyNo
Trusted 3rd party
guarantee ad quality

7. What is a Certified Impression
 The definition of certified impression:
 Serves to a real person
 It’s visible on the page (not hidden inside 1x1 pixel box)
 The ad-creative is matching the ad-space (no video inside a banner space)
 How to guarantee a certified impression?
 Verify publishers are real entities that offer real content for users
 Verification is done by real people visiting publisher inventory and verifying the business is legitimate (tax info,
etc.)
 Smart tags (code) on the publisher side will perform an authenticity and impression quality check
before the inventory passes to the exchange
 Analyze the traffic for suspicious behavior
 Using existing fraud detection technologies for quality and assurance

8. Getting Certifications Adopted by the
Industry
 The Challenge: Launching inventory certification requires industry-wide adoption
 Publishers, ad-networks, exchanges and buyers need to incorporate certification into
their systems.
 Solutions:
 Working with industry groups to create industry standards
 Use Open RTB to pass certification, viewability signals
 Use IAB Quality Assurance Guidelines to verify publishers
 Get buy-in from Online Publisher Association