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Digital Ad Fraud Mitigation Techniques by Augustine Fou

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Digital ad fraud is as rampant as ever. It requires brand advertisers who are spending the money to step up and more aggressively fight the fraud and mitigate it by using a variety of techniques.

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Digital Ad Fraud Mitigation Techniques by Augustine Fou

  1. 1. Augustine Fou- 1 - Digital Ad Fraud Mitigation Techniques Dr. Augustine Fou acfou @mktsci .com February 2014
  2. 2. Augustine Fou- 2 - Blacklisting Sites Value Exclude sites from serving your ads Caveat For every site excluded, bad guys put up more (because they don’t have to play by the rules).
  3. 3. Augustine Fou- 3 - Whitelisting Sites Value Explicitly specify which sites to serve your ads Caveat May miss some of the long tail sites which real human visitors actually go to.
  4. 4. Augustine Fou- 4 - Enforcing Viewability Source: May 2, 2013 Value Only pay for ads which are viewable (i.e. above the-fold) Caveat Bad guys can defeat “viewability” by stuffing ads in hidden layers, all “above- the-fold”
  5. 5. Augustine Fou- 5 - Using CAPTCHAs “Startup called Vicarious automatically solves CAPTCHAs.” Oct 2013 Value Captchas deter bots from filling in forms and stealing content and cookies. Caveat Some bots can now solve some captchas, most captchas don’t protect content pages. Source: Solve Media Dec 31 2013
  6. 6. Augustine Fou- 6 - Bot Detection Source: March 2013 Value Good guys use algorithms to detect unusual behaviors indicative of bots (rather than humans) Caveat It’s an arms race between good and bad; bots are more sophisticated and can fake mouse movements and keep cookies.
  7. 7. Augustine Fou- 7 - Blacklisting Cookies Value If a user/cookie has been seen exhibiting anomalous behaviors before, it can be blacklisted so no ads are served to it. Caveat Bad guys can spin up new bots at will and turn off ones that no longer make money for them; they can delete or keep cookies at will. fraud site good site bot human ad
  8. 8. Augustine Fou- 8 - Whitelisting Humans Value If an ad is served and seen by a human then it has the opportunity to drive business outcomes for the advertiser. Caveat It is relatively hard to find those needles (humans) in the extremely large haystack of all web users, and re- verify they are real humans
  9. 9. Augustine Fou- 9 - Dr. Augustine Fou – Digital Forensics “I advise clients on optimizing advertising across all channels. Using advanced technical forensic techniques and custom tchnology tools, we detect and mitigate ad fraud and reduce waste in order to increase ROI.” 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: Slideshares: LinkedIn:
  10. 10. Augustine Fou- 10 - Additional Resources Augustine Fou- 10 - bots-augustine-fou-2014 web-traffic-by-augustine-fou augustine-fou fou-technical-forensics-32293935 separate-vendors-confirm-bot-traffic-in-60-range