Augustine Fou- 1 -
Digital Ad Fraud
Mitigation Techniques
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .co...
Augustine Fou- 2 -
Blacklisting Sites
Value
Exclude sites from
serving your ads
Caveat
For every site excluded,
bad guys p...
Augustine Fou- 3 -
Whitelisting Sites
Value
Explicitly specify
which sites to
serve your ads
Caveat
May miss some of the
l...
Augustine Fou- 4 -
Enforcing Viewability
Source: Spider.io May 2, 2013
Value
Only pay for ads which
are viewable (i.e. abo...
Augustine Fou- 5 -
Using CAPTCHAs
“Startup called Vicarious
automatically solves
CAPTCHAs.” Oct 2013
http://bit.ly/1bFo9lZ...
Augustine Fou- 6 -
Bot Detection
Source: Spider.io March 2013
Value
Good guys use algorithms
to detect unusual
behaviors i...
Augustine Fou- 7 -
Blacklisting Cookies
Value
If a user/cookie has been
seen exhibiting anomalous
behaviors before, it can...
Augustine Fou- 8 -
Whitelisting Humans
Value
If an ad is served and seen
by a human then it has the
opportunity to drive
b...
Augustine Fou- 9 -
Dr. Augustine Fou – Digital Forensics
“I advise clients on optimizing
advertising across all channels. ...
Augustine Fou- 10 -
Additional Resources
Augustine Fou- 10 -
http://www.slideshare.net/augustinefou/percent-of-internet-tr...
Upcoming SlideShare
Loading in...5
×

Digital Ad Fraud Mitigation Techniques by Augustine Fou

964

Published on

Digital ad fraud is as rampant as ever. It requires brand advertisers who are spending the money to step up and more aggressively fight the fraud and mitigate it by using a variety of techniques.

Published in: Internet
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
964
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Digital Ad Fraud Mitigation Techniques by Augustine Fou

  1. 1. Augustine Fou- 1 - Digital Ad Fraud Mitigation Techniques Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com February 2014
  2. 2. Augustine Fou- 2 - Blacklisting Sites Value Exclude sites from serving your ads Caveat For every site excluded, bad guys put up more (because they don’t have to play by the rules).
  3. 3. Augustine Fou- 3 - Whitelisting Sites Value Explicitly specify which sites to serve your ads Caveat May miss some of the long tail sites which real human visitors actually go to.
  4. 4. Augustine Fou- 4 - Enforcing Viewability Source: Spider.io May 2, 2013 Value Only pay for ads which are viewable (i.e. above the-fold) Caveat Bad guys can defeat “viewability” by stuffing ads in hidden layers, all “above- the-fold”
  5. 5. Augustine Fou- 5 - Using CAPTCHAs “Startup called Vicarious automatically solves CAPTCHAs.” Oct 2013 http://bit.ly/1bFo9lZ Value Captchas deter bots from filling in forms and stealing content and cookies. Caveat Some bots can now solve some captchas, most captchas don’t protect content pages. Source: Solve Media Dec 31 2013
  6. 6. Augustine Fou- 6 - Bot Detection Source: Spider.io March 2013 Value Good guys use algorithms to detect unusual behaviors indicative of bots (rather than humans) Caveat It’s an arms race between good and bad; bots are more sophisticated and can fake mouse movements and keep cookies.
  7. 7. Augustine Fou- 7 - Blacklisting Cookies Value If a user/cookie has been seen exhibiting anomalous behaviors before, it can be blacklisted so no ads are served to it. Caveat Bad guys can spin up new bots at will and turn off ones that no longer make money for them; they can delete or keep cookies at will. fraud site good site bot human ad
  8. 8. Augustine Fou- 8 - Whitelisting Humans Value If an ad is served and seen by a human then it has the opportunity to drive business outcomes for the advertiser. Caveat It is relatively hard to find those needles (humans) in the extremely large haystack of all web users, and re- verify they are real humans
  9. 9. Augustine Fou- 9 - Dr. Augustine Fou – Digital Forensics “I advise clients on optimizing advertising across all channels. Using advanced technical forensic techniques and custom tchnology tools, we detect and mitigate ad fraud and reduce waste in order to increase 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  10. 10. Augustine Fou- 10 - Additional Resources Augustine Fou- 10 - http://www.slideshare.net/augustinefou/percent-of-internet-traffic-that-is- bots-augustine-fou-2014 http://www.slideshare.net/augustinefou/bot-vs-human-in-digital-advertising- web-traffic-by-augustine-fou http://www.slideshare.net/augustinefou/the-good-guys-of-ad-fraud-2014- augustine-fou http://www.slideshare.net/augustinefou/ad-fraud-estimates-by-augustine- fou-technical-forensics-32293935 https://www.linkedin.com/today/post/article/20140623200557-84444-five- separate-vendors-confirm-bot-traffic-in-60-range

×