Digital ad fraud continues to grow despite industry efforts and the proliferation of anti-fraud technology companies. However, the tide is turning.

1. April 2015 / Page 0marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Impressions and clicks are the biggest targets for fraud
Impressions
(CPM/CPV)
Clicks
(CPC)
Search
$18.8B
86% digital spend
Display
$7.9B
Video
$3.5B
Mobile
$6.2B$6.2B
Leads
(CPL)
Sales
(CPA)
Lead Gen
$2.0B
Other
$5.0B
• classifieds
• sponsorship
• rich media
estimated fraud
not at risk

2. April 2015 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Fraud continues upward as digital ad spend goes up
Digital ad fraud
High / Low Estimates
plus best-guess (36%)
Published estimates
Digital ad spend
Source: IAB Annual Reports
$ billions
E

3. April 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital Ad Spend – $49.5B (Full Year 2014)
Impressions
(CPM/CPV)
Clicks
(CPC)
Leads
(CPL)
Sales
(CPA)
Search 38%
$18.8B
Video 7%
$3.5B
Lead Gen 4%
$2.0B
10% Other
$5.0B
Source: IAB, FY 2014 Internet Advertising Report, April 2015
$42.5B
Display 16%
$7.9B
Mobile 25%
$6.2B$6.2B
CPM Performance
• classifieds
• sponsorship
• rich media
$7.0B

4. April 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Ad Fraud Researcher
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
212. 203. 7239 | acfou @ mktsci. com
“I advise clients and their agencies on the
technical aspects of fighting digital ad fraud.
Using forensic technologies and techniques I
help to assess the threat and the current
countermeasures in order to recommend
additional steps that can be taken to combat
fraud and improve 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