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TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail

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Fighting Ads Fraud in the Mobile Apps, David Mail
VP R&D AT INNERACTIVE.
http://moscow.targetsummit.com

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TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail

  1. 1. D a v i d M a i l , V P R & D I n n e r a c t i v e M a r c h 2 0 1 6 Fighting Ads Fraud in Mobile Apps
  2. 2. Inneractive is a global independent mobile ad exchange focused on powering native and video ads
  3. 3. Where We Are in the Value Chain AD NETWORKS DSP PUBLISHER S ADVERTISER S AGENCIES SSP AD EXCHANGE
  4. 4. Inneractive at a Glance pivoted to ssp NYC LONDON TEL AVIVSF OUR OFFICES 2010 founded 2007 R&D and product 37enthusiastic employees 80 out of which 66% 34% 120Demand Partners Part of RNTS Media group along with Fyber, DE BIJIENG Up to iOS & Android SDKs virtual servers in AWS 300 Transactions a day 8B Over Java, Scala & AKKA @ server side Native and video support Mobile web & Story units
  5. 5. The raise of Programmatic Spend US Programmatic Digital Display Ad Spending 2013-2016 Billions, % change and % of total digital display ad spending 45.0% 47.9% 55.0% $14.88 137.1% 108.7% 37.2% 63.0% 2013 2014 2015 2016 $20.41 Programmatic Digital Display Ad Spending % change % of total digital display spending Source: US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016, October 2014, eMarketer 24.0%
  6. 6. US Digital Ads Spend: Desktop vs. Mobile 2019 Source: Mobile Will Account For 72% of US Digital Ad Spend by 2019, eMarketer 2015 $25.35 $65.87 2013 2014 2015 2016 2017 2018 Desktop Mobile $32.44 $10.67 $31.58 $19.15 $29.89 $28.72 $26.59 $40.50 $24.96 $49.81 $25.17 $57.78 US Digital Ad Spending, by Device, 2013-2019 billions
  7. 7. Video Is Growing Source: AdColony Survey H2-2015 Top 5 Campaign Trends App install budget continue to increase driven by growth in mobile video & global campaigns 1H ‘15 2H ‘15 Increase Spend Testing New Channels More Video More Geos Partner Consolidation Partner Consolidation More Geos More Video Testing New Channels Increase Spend +24 pts +15 pts +9 pts +9 pts +7 pts Trend 72% 81% 63% 78% 52% 76% 59% 68% 61% 68%
  8. 8. Programmatic, Native & In-Feed Video Source: AdColony Survey H2-2015 Emerging Mobile App Install Channels Native, playable & programmatic ads emerge and grow while in-feed video continues to grow 86% 81% 53% 49% 24% 2H ‘15 Playable Ads Programmatic Native Ads In-Feed Video
  9. 9. Apps Installs Trends Source: AdColony Survey H2-2015 App Install Sources over Time Video. Display, and interstitials lead the way as native ads and programmatic emerge
  10. 10. Ads Fraud and Malvertising Problem  Invalid Traffic – estimated cost impact $4.6B (56%)  Costs to advertisers $4.4B (72% Desktop + 28% Mobile)  Costs to fight $169M  Malvertising – est. $1.1B (13%)  Lost revenue from malware related adblocking - $781M  Cost from direct incidents - $204M  Cost for blacklisting - $57M  Cost to fight - $17M  Infringed content – est. $2.6B (31%)  TOTAL: $8.2B industry-wide lost  Costs summary by type  Incurred costs – est. $4.8B  Lost revenue opportunities costs - $3.4B Source: IAB US benchmarking study “What is an untrustworthy supply chain costing the US digital advertising industry?”, November 2015 Invalid Traffic Types of corruption Malvertising+ Infringed contents
  11. 11. Invalid Traffic  Invisible or Hidden ads  Ad bots & ads malware  “Fake” mobile web sites  Traffic duplication & traffic re-selling AppNexus filters out 65% of the requests due to fraud Source: IAB US benchmarking study “What is an untrustworthy supply chain costing the US digital advertising industry?”, November 2015
  12. 12. Academ Media Case Study “Sentrant has claimed to have identified more than 200 apps in the Google Play store that, after being installed on a mobile device, loaded “invisible” ads in the background. Its researchers estimated that these rogue apps generated at least $250,000 in advertising revenues each day — from companies paying for views — even though the ad placements could not actually be seen by people” (Financial Times) "In reaction to our communication with Google, all apps have been removed from the Play Store. But apps already installed on user devices would not be affected as users would need to uninstall the apps themselves," Hadi Shiravi, the co-founder of Sentrant Security, told IBTimes UK.
  13. 13. PLYMedia Case Study “One fraudulent ad-unit shows so many ads that in 25-minutes I tracked: 5359 HTTP calls. Yes, five thousand three hundred and fifty nine individual HTTP calls. 70.19 MB of traffic. SEVENTY MEGABYTES. Thankfully I loaded this on my laptop as this one single ad unit would have used 7% of my monthly cell phone data allowance!” (Mike Nolet on LinkedIn) Notice the page URLs that are being passed into Liverail (Facebook) and Adaptv (AOL): weather.com, wayfair.com, usmagazine.com, sbnation.com ... this is one ad-unit bought on an exchange on one website and it's being repackaged many times over into a variety of premium domains.
  14. 14. Google / YouTube Case Study “YouTube did not count many of the "fake views" they directed at their own videos. But it still charged the researchers for many of them” (bbc.com)
  15. 15. $8.2B losses? … and it is getting worst 90% 10% 2014 Open Ex Private Marketplace 70% 30% 2016 Open Ex Private Marketplace Mobile programmatic grew by 300% in 2014 2.92 5.62 6.52 6.26 1.33 4.44 8.36 14.15 0 2 4 6 8 10 12 14 2013 2014 2015 2016 US Programmatic Digital Display Ad Spending (in $ billions) Desktop/Laptop Mobile
  16. 16. [Video] Viewability vs. Fraud “After two years of industry focus on improving the “viewability” rate of digital ads, with the IAB advocating last year for 70% averages for campaigns, and the 4A’s insisting 100% should be the standard, the actual rate was only 46%, effectively unmoved from the year prior.” (adotas.com) Source: VIANT Video Insights Report 2015
  17. 17. Viewablity By Media Type Source: VIANT Video Insights Report 2015
  18. 18. Video Completion Rate is Up, CTR is down Source: VIANT Video Insights Report 2015
  19. 19. Malvertising Congratulations, you are today's lucky user! You have (1) unclaimed reward Click OK for the opportunity to claim your reward now OK
  20. 20. Malvertising (contd.)
  21. 21. Malvertising (contd.)
  22. 22. The Industry’ Response  Private Market Places (PMP)  Investment in Anti-fraud and Anti-malvertising / Ad-Quality tools  Improving the entire chain transparency  Standardization (IAB, Trustworthy Accountability Group - TAG) & building trustworthy relations
  23. 23. I am not a Fraud! Why no ads for me?  Why my legitimate mobile inventory remains unsold?  Sophisticated buyers who are willing to pay top $$ buy audiences / segments, not “inventory” neither the “ad slots”  The publisher must supply enough information about “impression opportunity”  A good SSP / Exchange might and should create even more value for the buyers adding extra information to the “impression opportunity”  Major parameters  Application: App id, App name, Store link, Bundle  Device: [hashed] IDFA / AAID, User Agent, OS, Model  Location: GPS (best) or WiFi  User info / Audience segment  Use the advertising SDK from a legitimate partner!  Helps you to pass all the required parameters in the correct way  Does most of the work for you  Optimizes User’s Experience for your customers  Maintained and updated for you when OS updates come  Introduce innovative Ad Units you can use  Good SDK maximizes your advertising revenues – simple like that
  24. 24. Sample Open RTB request { "id":"8406081320927176439", "imp":[ { "id":"1", "video":{ "mimes":[ "video/mp4", "video/ogg", "video/webm" ], "minduration“ : 5, "maxduration“ : 30, "protocols“ : [ 2, 5], "w“ : 320, "h“ : 480, "startdelay“ : 0, "linearity“ : 1, "battr“ : [ 3, 8 ], "pos“ : 7, "ext“ : {} }, "instl“ : 1, "bidfloor“ : 0.45, "bidfloorcur“ : "USD", "ext“ : {} } ], "app":{ "id“ : "529861", "name“ : "Story_TextFree_Production", "cat“ : [ "IAB3"], "bundle“ : "com.pinger.textfree", "publisher":{ "id":"185753", "name":"pinger", "ext“ : { } }, "keywords":[ ], "storeurl":"https://play.google.com/store/app s/details?id=com.pinger.textfree&hl=en", "ext" : { } }, "device":{ "dnt“ : 0, "ua":"Mozilla/5.0 (Linux; U; Android 4.2.2; en- us; Galaxy Nexus Build/JDQ39) AppleWebKit/534. 30 (KHTML, like Gecko) Version/4.0 Mobile Safari /534.30", "ip“ : “67.250.124.205", "geo“ : { "lat“ : 41.5065661, "lon“ : -74.2138721, "country“ : "USA", "city“ : "Maybrook", "zip“ : "12543", "type“ : 1, "ext":{ } }, "dpidsha1":"1b93f76c86c02a541c8d21b7631f f61ca8c57d12", "dpidmd5":"5ea1b1f53222e8ae6fda41b4a754 655f", "carrier“ : "Time Warner Cable", "language“ : "en", "make“ : "Samsung", "model“ : "Galaxy Nexus", "os“ : "Android", "osv“ : "4.2", "js“ : 1, "connectiontype“ : 0, "devicetype“ : 4, "ifa":"", "ext": { } }, "user":{ "id":"-2001123641207391605", "gender":"" }, "at":2, "tmax“ : 150, "bcat“ : [ "IAB25", "IAB26" ], "badv“ : [ ], "ext“ : { } }
  25. 25. Thank You  Keep in touch!  LinkedIn: https://www.linkedin.com/in/davidmail  Skype: david.mail37  david@inner-active.com  Publishers relations contact:  Rita Lepp (Native Russian Speaker), rita@inner-active.com

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