1. Augustine Fou- 1 -
Dr. Augustine Fou
acfou [at] mktsci.com
http://linkd.in/augustinefou
July 2014
Bot Generated
Pages, Sites, Content

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Bots Make Fake Websites
There has been a massive increase in fake websites using
plagiarized content and stuffed full with ads.
http://www.google.com/insidesearch/howsearchworks/fighting-spam.html

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Algo-generated Pages
Source:
http://www.highdefdigest.com/tags/s
how/Seiki_Digital
Characteristics:
• typically blog platform
• keywords optimized for each
post to attract organic traffic
• content plaigiarized from press
releases and other sites
• stuffed with display ads,
affiliate links or link bait

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Not Human-Readable
Characteristics
• Auto-generated by bots,
stuffed with search keywords
• To attract organic search traffic
• Not human readable (low
instance of natural phrases)
• Stuffed with affiliate links and
display ads

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Ad Stuffed Pages
85 ads
on page

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Keyword Stuffed Pages
Alexa
[no data]
Compete
[no data]
Quantcast
[no data]

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Forum Sites – ad per post

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Algo Generated Sites

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Identical Template Sites
http://picturesandbox.com/screengrab/grid.php

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Hundreds of Identical Sites
Source: more screen captures
http://picturesandbox.com/screengrab/grouped.php

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Bot Generated Facebook
on Facebook
using many of the same images and randomized content

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Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. One
main area of focus is reducing ad waste
due to fraud – fake impressions, clicks,
leads, and sales.”
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
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

13. Augustine Fou- 13 -
Related Articles
Fake YouTube Videos
By: Augustine Fou, December 2013
Fake Linkedin Profiles
By: Augustine Fou, December 2013
Fake Facebook Profiles
By: Augustine Fou, Dec 2013
Fake Twitter Accounts
By: Augustine Fou, August 2013
An Ecosystem of Digital Ad Fraud
By: Augustine Fou, October 2013
Augustine Fou- 13 -
Digital Ad Fraud Briefing
By: Augustine Fou December 2013
Ad Fraud Fighting Techniques
By: Augustine Fou October 2013
How Display Fraud Works
By: Augustine Fou, May 2013
How Click Fraud Works
By: Augustine Fou, November 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013

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APPENDIX

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Digital Ad Spend (IAB FY 2013)
Impressions
(CPM/CPV)
Clicks
(CPC)
Leads
(CPL)
Sales
(CPA)
Search 43%
$18.5B
Video 7%
$3.0B
Lead Gen 4%
$1.7B
11% Other
$4.8B
Source: IAB, FY 2013 Internet Advertising Report, April 2014
$36.2B
Display 19%
$8.2B
Mobile 15%
$3.7B$2.8B
NOTE: figures from IAB FY 2013
($43B annual ad spend)
CPM Performance
• classifieds
• sponsorship
• rich media
• email
$6.5B

16. Augustine Fou- 16 -
Digital Ad Fraud Estimates
Impressions
(CPM/CPV)
Clicks
(CPC)
Search
$18.5B
$36.2B Ad Spend
Display
$8.2B
Video
$3.0B
Mobile
$3.7B$2.8B
(U.S. digital ad spend only)
DollarsAvg Fraud Rate
$4B50%Display
$2B60%Video
$6B30%Search
$2B40%Mobile
$14BTOTALS 39%
Multiple sources