Fake Content Sites for Generating Ad Impressions

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How fake content sites are generated and how bad guys make money from them through ad fraud.

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Fake Content Sites for Generating Ad Impressions

  1. 1. Fake Content Sites for Ad Fraud Dr. Augustine Fou October 2013 -1- Augustine Fou
  2. 2. Original Press Release October 1, 2013 Source: http://www.prnewswire.com/news-releases/seikisets-new-entry-price-for-65-inch-class-4k-ultrahd-tvs-225988521.html Highlighted Quote: "It's no secret that the Seiki brand is the price leader in the 4K Ultra HD category, and we aim to further our market leadership by offering the best value in large-screen 4K Ultra HD TVs with exceptional picture and build quality." -2- Augustine Fou
  3. 3. Reuters Pickup October 1, 2013 Source: http://www.reuters.com/article/2013/10/01/caseiki-65in-4k-tvsidUSnPNLA89921+1e0+PRN20131001 Highlighted Quote: "It's no secret that the Seiki brand is the price leader in the 4K Ultra HD category, and we aim to further our market leadership by offering the best value in large-screen 4K Ultra HD TVs with exceptional picture and build quality." -3- Augustine Fou
  4. 4. Content Plaigiarized Source: Google search on entire phrase in quotes: http://bit.ly/16H9Gk5 6,530 google results -4- Augustine Fou
  5. 5. Sample Suspect Sites neogaf.com flatpanelshd.com areadvd.de bratislavaguide.com dealerscope.com all-inox.cl iwannalooklikesienna.blogspot.com thebreathtakingbride.com superheroesmgmt.com/blog/post kippen.vogelpraat.nl english.istanbul.com flatscreenuniverse.com calculatorovulatie.ro -5- Verbatim from first 2 pages of Google search results Augustine Fou
  6. 6. 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 -6- Augustine Fou
  7. 7. 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 -7- Augustine Fou
  8. 8. Affiliate Links on Page http://www.amazon.com/exec/obidos/ASIN/B00BXF7I9M/panandscathed-20 http://www.tigerdirect.com/applications/SearchTools/itemdetails.asp?EdpNo=7674736&SRCCODE=LINKSHARE&cm_mmc_o=ddCjC1bELltzywCjCd2CjCdwwp&utm_source=Linkshare&utm_medium=Affiliate&utm_campaign=TnL5H PStwNw&AffiliateID=TnL5HPStwNw-Hc5zkpsnZO2pj1vg.2uttw -8- Augustine Fou
  9. 9. Other Sites Using Same Affiliate ID Source: http://sameid.net/amazon-aff/panandscathed-20/ Source: http://reverseinternet.com/amazonaffiliate/panandscathed-20 -9- Augustine Fou
  10. 10. Affiliate Rev Shares Camera rev shares: $25 - $78 Computer $15 - $28 Electronics $13 - $56 - 10 - Augustine Fou
  11. 11. Fraud Value Chain impressions clicks Networks of fake content sites designed to attract free organic search traffic Botnets generate fake pageviews which produce ad impression “inventory” (get paid for CPM) leads Click farms generate fake clicks (get paid for CPC) sales Fake leads (get paid for CPL minus cost of filling out lead forms) Fake sales via affiliate revenue shares; money laundering, especially on digital goods/subscriptions - 11 - Augustine Fou
  12. 12. Dr. Augustine Fou – Digital Consigliere “I investigate and expose online ad fraud – fake display ad views, fake video views, etc. I advise clients on how to detect and mitigate wasting budget.” 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: http://linkd.in/augustinefou - 12 - @acfou Augustine Fou
  13. 13. Related Articles Bad Guys Happily Rob Display Advertisers By: Augustine Fou, July 23, 2012 Everything Fake (Display Ad Fraud, Search Click Fraud) By: Augustine Fou, April 2013 Blacklisting vs Whitelisting By: Augustine Fou, October 2013 Fake Profiles on Facebook By: Augustine Fou, July 2013 How Display Ad Fraud Works By: Augustine Fou, May 2013 - 13 - Augustine Fou

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