Bot Generated Pages Sites Research by Augustine Fou

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  • 1. Augustine Fou- 1 - Dr. Augustine Fou acfou [at] mktsci.com http://linkd.in/augustinefou July 2014 Bot Generated Pages, Sites, Content
  • 2. Augustine Fou- 2 - Bots Make Fake Websites There has been a massive increase in fake websites using plagiarized content and stuffed full with ads. http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
  • 3. Augustine Fou- 3 - Algo-generated Pages Source: http://www.highdefdigest.com/tags/s how/Seiki_Digital Characteristics: • typically blog platform • keywords optimized for each post to attract organic traffic • content plaigiarized from press releases and other sites • stuffed with display ads, affiliate links or link bait
  • 4. Augustine Fou- 4 - Not Human-Readable Characteristics • Auto-generated by bots, stuffed with search keywords • To attract organic search traffic • Not human readable (low instance of natural phrases) • Stuffed with affiliate links and display ads
  • 5. Augustine Fou- 5 - Ad Stuffed Pages 85 ads on page
  • 6. Augustine Fou- 6 - Keyword Stuffed Pages Alexa [no data] Compete [no data] Quantcast [no data]
  • 7. Augustine Fou- 7 - Forum Sites – ad per post
  • 8. Augustine Fou- 8 - Algo Generated Sites
  • 9. Augustine Fou- 9 - Identical Template Sites http://picturesandbox.com/screengrab/grid.php
  • 10. Augustine Fou- 10 - Hundreds of Identical Sites Source: more screen captures http://picturesandbox.com/screengrab/grouped.php
  • 11. Augustine Fou- 11 - Bot Generated Facebook on Facebook using many of the same images and randomized content
  • 12. Augustine Fou- 12 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. One main area of focus is reducing ad waste due to fraud – fake impressions, clicks, leads, and sales.” 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: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  • 13. Augustine Fou- 13 - Related Articles Fake YouTube Videos By: Augustine Fou, December 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 An Ecosystem of Digital Ad Fraud By: Augustine Fou, October 2013 Augustine Fou- 13 - Digital Ad Fraud Briefing By: Augustine Fou December 2013 Ad Fraud Fighting Techniques By: Augustine Fou October 2013 How Display Fraud Works By: Augustine Fou, May 2013 How Click Fraud Works By: Augustine Fou, November 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013
  • 14. Augustine Fou- 14 - APPENDIX
  • 15. Augustine Fou- 15 - Digital Ad Spend (IAB FY 2013) Impressions (CPM/CPV) Clicks (CPC) Leads (CPL) Sales (CPA) Search 43% $18.5B Video 7% $3.0B Lead Gen 4% $1.7B 11% Other $4.8B Source: IAB, FY 2013 Internet Advertising Report, April 2014 $36.2B Display 19% $8.2B Mobile 15% $3.7B$2.8B NOTE: figures from IAB FY 2013 ($43B annual ad spend) CPM Performance • classifieds • sponsorship • rich media • email $6.5B
  • 16. Augustine Fou- 16 - Digital Ad Fraud Estimates Impressions (CPM/CPV) Clicks (CPC) Search $18.5B $36.2B Ad Spend Display $8.2B Video $3.0B Mobile $3.7B$2.8B (U.S. digital ad spend only) DollarsAvg Fraud Rate $4B50%Display $2B60%Video $6B30%Search $2B40%Mobile $14BTOTALS 39% Multiple sources