Premium publishers “play by the rules” and have good policies and are willing to provide disclosures that allow advertisers to verify the “humanness” of the traffic and the viewability of the ad impressions, using measurement tools of their choice.

1. marketing.scienceconsulting group, inc.
High Humanness:
What Good Publisher Sites Look Like
July 2015
Augustine Fou, PhD.
http://linkd.in/augustinefou
acfou @ mktsci .com
212. 203. 7239

2. July 2015 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Premium Publishers
Excerpted from: Humanness Score for Digital Advertising March 2015
“​The Humanness Score is an indexed number from 0 (non-human) to 100 (human)
which shows the relative "humanness" of the users that visit websites and cause ad
impressions to load. It can be measured on-site (on a website) and in-ad (in an ad
impression). The score is indexed relative to peers, using then-current data for the
calculations. For example, publishers are indexed against other publishers, while ad
impressions (e.g. from ad networks) are indexed against each other.​”
Premium publishers “play by the rules” and have good policies and are willing to
provide disclosures that allow advertisers to verify the “humanness” of the traffic
and the viewability of the ad impressions, using measurement tools of their choice.
Policies - 20% of score
• does the entity purchase impressions or source traffic of any kind?
• does the entity have published policies protecting users' privacy and does it consistently
act according to these policies (see the EFF's Privacy Badger Initiative)
• does the entity sell data -- e.g. cookie matching, cookie profile, collected or derived data

3. July 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 1 – 79% confirmed humans

4. July 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 2 – 78% confirmed humans

5. July 2015 / Page 4marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 3 – 73% confirmed humans

6. July 2015 / Page 5marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 4 – 73% confirmed humans

7. July 2015 / Page 6marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 5 – 68% confirmed humans

8. July 2015 / Page 7marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 6 – 67% confirmed humans

9. July 2015 / Page 8marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 7 – 87% confirmed humans

10. July 2015 / Page 9marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Premium Publishers’ Overall Humans vs Bots
confirmed humans
77% overall average
confirmed bots
2% overall average
declared / search bots
0% overall average
Note that 1% confirmed bots does not mean 99% humans; and vice versa 87%
humans does not mean 13% bots. Using a deterministic approach, there are visits
that cannot be sufficiently, accurately labeled and hence are marked uncategorized.

11. July 2015 / Page 10marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Publisher 8 – 12 % confirmed humans
• A contrasting example to show a website under heavy attack from bots
• Notice the rectangular traffic patterns (when the botnet was turned on and when
it was turned off
• Notice the green volume chart at the bottom shows the same amount of traffic
each day during the bot attack

12. July 2015 / Page 11marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Independent Ad Fraud Researcher
“I research ad fraud, and specifically bots, so I
can advise clients on how to detect and mitigate
the various forms of fraud. This has the most
direct impact on the ROI of their digital
marketing programs.”
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://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou