WTF is Ad Fraud? - WTF Programmatic UK, 11/11/14
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Richard Foan's presentation from WTF Programmatic UK on November 11, 2014.
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WTF is Ad Fraud? - WTF Programmatic UK, 11/11/14
- 1. WTF is Ad Fraud? Richard Foan 11th November 2014 Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 2. “Concerns over ad fraud, viewability and overall inventory murkiness are causing Kraft to reject up to 85% of all impressions offered via real-time ad marketplaces” – Ad age, October 29, 2014.
- 3. Definitions of fraud • Wrongful or criminal deception intended to result in financial or personal gain. • A person or thing intended to deceive others, typically by unjustifiably claiming or being credited with accomplishments or qualities Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 4. Key issues facing agencies John Montgomery, COO of GroupM speaking at ABC Interaction Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 5. ABC ABC’s Stamp of Trust underpins Ad Trading across the converging media world in the UK and beyond Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 6. Valuing our Stamp of Trust... Brand Measurement Process Assurance Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 7. ABC - By the industry, for the industry Advertisers Media agencies Media owners Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 8. The Issue – Brand Safety Advertising in context can be clever, memorable... “Such instances serve as a reminder of the damage to brand reputation that just a tiny number of inappropriate online ad placements can wreak. Online will continue to be a potentially dangerous place for brands until everybody in the space tightens up their act.” Bob Wootton, Director, ISBA. Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 9. The Solution “The Digital Trading Standards Group (DTSG) was created to maximise brand safety in the complex supply chain by introducing independently verified formal practices.” www.abc.org.uk/DTSG Nigel Gwilliam, IPA. Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 www.abc.org.uk/DTSG
- 10. A Related Issue – Pirates on the cyber highway... How can I avoid pirate sites and other inappropriate ad placement? Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 11. One solution: Content Verification Block known illegal sites and use technology to avoid other unfortunate placements Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 12. Another solution – Content Verification
- 13. The Advertisers Perspective ISBA’s Advice for advertisers: 1. “Ensure your media agencies understand how important online brand safety is to you 2. Ask them to confirm their online brand safety policy and which tools they are using 3. Ask them to use the IWL (Infringing Website List owned by City of London Police) 4. Ask them to use companies that have gained the Good Practice Principles’ Seal of Approval 5. Ask them to use CV tools that have been independently verified by ABC.” David Ellison, Marketing Manager, ISBA. Tcommunications and innovationsmarketingpresentations2014WTF UK 2014www.abc.org.uk/CV
- 14. The Issue – Are you tracking me or was that the NSA? I’m being followed! Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 15. The Issue – an example Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 16. The Solution The OBA icon and the EDAA Trust Seal Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 www.abc.org.uk/EDAA
- 17. The Issue – You may be advertising to robots • 51% of internet “users” are non-human • 3-10% of ad impressions reach non-humans • Source comScore ABC has adjusted claimed web traffic figures down by as much as 60% due to robotic activity! Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 18. The Solution “The ABC/IAB Robots and Spiders list is a critical resource, providing a central repository where search engines and others committed to transparency have declared themselves.” Larry Goldstein, Vice President, Research Audit Services at comScore www.abc.org.uk/spiders Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 19. Viewability. The Issue - am I getting what I’m paying for? Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 Move to trade on “Viewable Impressions” rather than “Served Impressions” How do I know which product works in measuring viewability?
- 20. One Solution - Viewability Certification
- 21. The Solution - ABC’s First Viewability Report Imminent Certification of Viewability tools to deliver insight and transparency on their capabilities on their capabilities www.abc.org.uk/spiders Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 www.abc.org.uk/viewability www.abc.org.uk/viewability
- 22. What is Ad Fraud?
- 23. What is Ad Fraud? A fraudulent impression is one that has no potential to be seen by a human user – Impression served to a bot – Invisible impression served to a human user Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 24. Possible Causes Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 25. Possible Causes Illegal Bots Compromised computers with breached security defences conceded to a third party Ad Stacking Placing multiple ads on top of one other in a single ad placement, with only the top ad in view Pixel Stuffing Stuffing an entire ad-supported site into a 1x1 AD pixel Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 Source: Integral Ad Science
- 26. The Affect... Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 courtesy of Forensiq
- 27. Scale of the problem Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 Source: pixalate
- 28. Scale of the problem Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 Source: IBM
- 29. Scale of the problem Source: Integral Ad Science Q2 2014 Media Quality Report 3.5% 10.5% 16.5% Direct Publishers Networks Exchanges % OF IMPRESSIONS TOTAL 11.5% Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 30. What Should not be Considered Ad Fraud? • Web crawlers • Poorly placed media – Ads placed against inappropriate content - e.g. file-sharing sites – Ads with low viewability • Valid Impressions that auto-refresh • Adware Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 31. Why Is Ad Fraud Detection Important? • Reduce wasted media spend – Increased reach & efficiency • Better optimisation & attribution – Better performance encourages increased future spend • Strategic positioning – Proactively approach clients; increases confidence Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 32. You set the standards in digital Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 33. 3 key messages to take away • 1. Debate – cross industry is key • 2. Define – principles that underpin safe trading • 3. Deliver – stamp of trust for compliance Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
- 34. Where to find us enquiries@abc.org.uk +44 (0) 1442 870800 /dtsg /cv /edaa /spiders /viewability www.jicwebs.org www.edaa.eu www.ifabc.org www.abc.org.uk Tcommunications and innovationsmarketingpresentations2014WTF UK 2014
Notas del editor
- Kraft – 747 million $ in ad spend in 2013 (source Statista)
- Talk about the DTSG Talk about our DTSG verification service
- NB: Video on slide (will start upon click) Related to brand safety comes Content Verification (CV) tools... These are used to help
- NB: Video on slide (will start upon click) Related to brand safety comes Content Verification (CV) tools... These are used to help
- Play video
- Online Behavioural Advertising
- Talk about the globally recognised icon. Talk bout the EDAA Talk about our EDAA certification service Why is it important to them – because they themselves may be able to participate. Support self regulation to avoid legislation. Look for suppliers with this badge.
- Web search engines, web users and some other websites use web crawling software to update their web content or indexes of others sites' web content. These programs are not limited to a pre-defined list of web pages; instead, they follow links on pages they find, creating non-human (robotic) activity as they go. These programs are called robots (or bots for short) and the process of following links is known as spidering.
- In 2006 the IAB US and ABC UK merged their data to create a single global list for ad and site traffic-related non-human (robotic) activity. This became known as the International IAB/ABC Spiders & Robots List. This comprehensive list is updated monthly and reviewed continually by a Policy Board to ensure that inactive entries are removed (but still monitored) and new entries are accounted for. Implementation of the International IAB/ABC Spiders & Robots List is required in the UK by the JICWEBS Web Traffic Standards and the US by the IAB’s Client Side Counting (CSC) Measurement Guidelines. ABC UK manages access to the International IAB/ABC Spiders & Robots List for European-based companies. More detail if needed: The Data: Two lists of user-agent tokens (the key values required to identify) are produced and reviewed monthly: the “exclude” list for INVALID user-agent tokens the “include” list for potentially VALID user-agent tokens In both lists, each user-agent token is followed by a set of pipe-delimited fields indicating how that token should be processed. Here are three examples of user-agent tokens in the “exclude” list: Download+Ninja|1||1|1|0mediapartners-google|1||0|0|0yandex|1|yandex browser, yandex+browser, YandexMail|0|0|0 Here are three examples of user-agent tokens in the “include” list: Dancing%20On%20Ice|1|1Pandora/|1|1Surviving_HS|1|1 We make the list available in three text formats: Simple English language list of IP ranges CIDR format (common shorthand format for networking use) Perl-style regex format (handy for automating it’s use)
- NB: Video on slide (will start upon click) What is a viewable impression Why it’s so important
- What is a viewable impression Why it’s so important
- We are involved in the US IAB Ad Fraud working group who are attempting to come up with an industry-wide definition of ad fraud. We believe that this should be the definition as it helps to create a distinction between bot/page fraud and other issues such as ads appearing on illegal download/torrent sites. Viewability was in a similar scenario a couple of years ago (wild west) and we feel that the best way to generate traction and tackle the challenge of fraud is to create a set of standards and definitions that ALL stakeholders respect and agree to.
- Integral’s fraud detection is very focused on identifying bots and botnets - non-human traffic designed to mimic human behaviour. We also identify instances of ad stacking and pixel stuffing, two techniques that are used to inflate the number of available impressions a fraudster can sell. These are examples of ad fraud being committed even when the user is a human. Ad stacking - we detect by seeing multiple ad calls being made from the same ad placement; can be between 5-10 further ad calls Pixel stuffing - entire pages full of ads stuffed into a 1x1 pixel which is typically placed on a high traffic page, e.g. illegal download or porn site. Important to remember that this does not constitute a risk to brand safety as no ads are ever visible to human users.
- Global figures based on Integral’s own campaign and bid request data from Q2 2014. Difference in fraud levels across channels broadly representative of what we have seen in UK campaigns. Important to note that we generally see only a few networks/suppliers recording above 5-6% fraud although this can be as high as 20-25% in some cases. Typically lower levels of fraud in UK market, potentially due to smaller available gains and increased scrutiny placed on suppliers and inventory sources by UK buy side compared to US. Ad fraud is definitely not on the scale of the $6bn problem quoted in some trade press articles (LINK TO ARTICLES)
- Some players in the industry have a very loose definition of ad fraud. Several stories have been printed in the trade press this year quoting huge numbers around ad fraud (e.g. $6bn dollar problem, 60-70% of traffic (and therefore ads) are non-human/fraudulent. This is disingenuous at best. Web crawlers, for example, make up a large % of this non-human traffic but these crawlers/spiders generally do not call the javascript of ads. Poorly placed media can sometimes mean a fraudulent act has taken place (e.g. URL spoofing - an advertiser thinks they are buying an impression on a legitimate site but their ad ends up on a torrent site) but a distinction should be made between this and ad fraud itself. Poorly placed media can have implications for brand safety whereas fraudulent impressions do not pose a risk to brand safety as they are never actually viewable by human users. + general delivery to copyright infringement / illegal download sites (URL spoofing can confuse matters) Pages that are set to auto-refresh and burn through impressions are not fraudulent. This definitely does not constitute good ad practice but it should be viewed separately from ad fraud. Adware - not very common in the UK. Serving adware involves users downloading a piece of code (usually unknowingly, but not always) which then allows the adware network to overlay its ads on top of existing ad placements on websites. Some adware networks also overlay ads into any white space on a website that usually would have no content or ads. Adware inventory is typically sold on a very low CPM hence its attraction to certain supplier/re-sellers.
- A growing number of our agency partners are asking us to help them increase their knowledge of ad fraud so that they can proactively approach their clients and provide reassurance as to the steps that they are taking to prevent their media spend being wasted on fraudulent impressions. As we have seen with viewability, for example, it is only a matter of time before clients become aware of the problem and start to ask questions of their agency. It could be argued that fraud is first and foremost a supply side problem but it is incumbent on the agency to take steps to reduce the potential impact on campaigns that they run on behalf of their clients.