Advertisers who still pay by CPM are being ripped of, EASILY.

1. Bad Guys Easily Rob
Display Advertisers
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
July 22, 2012.

2. Bad Guys Rob Display Advertisers
1 • Pages are auto generated by script to
optimize for high value search
2 keywords and content
3
• 10 – 15 display ads per page plus text
ads and videos ads, in rotation
4 6 • Advertisers should minimize ad dollars
spent on impression (CPM) basis and
5 7 focus on paying only when they get the
click (CPC)
• They also auto-refresh pages to load
another 10 – 15 ads
8
9 • Many other examples of display ads
10 shown next to unsavory content
Source: http://www.satelliteguys.us/archive/t-232266.html
July 22, 2012 2

3. Dr. Augustine Fou – Agency Czar
“I advise clients on how to avoid
being cheated in digital advertising
-- i.e. optimizing their digital ad
spent – and putting benchmarks
and checks and balances in place.”
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://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
July 22, 2012 3
acfou@mktsci.com