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Fashion Brands
Suffering Ad Fraud
Dr. Augustine Fou
January 2014
acfou@mktsci.com
212-203-7239
-1-

Augustine Fou
Search Ad Fraud:
Rebecca Minkoff
-2-

Augustine Fou
Most Expensive Keywords

Source: iSpionage Dec 2013
-3-

Augustine Fou
Search Ad Fraud
Site:
http://analyzecancer
help .com

Keyword:
Rebecca Minkoff

-4-

Augustine Fou
Redirect Link
http://viewsite.me/landing.php?p=Qlpo
OTFBWSZTWZgWyowAAICfgAMDf
%2BIlABAAP%2B%2FeADAAyzRU8
SntNJGyntU9DUA9Q%...
Landing Page
http://www.rebeccamink
off.com/shop.html?utm_
source=msn&utm_mediu
m=cpc&utm_campaign=
MINKOFF_GENERAL
&utm_t...
Search Ad Fraud:
Saks Fifth Avenue
-7-

Augustine Fou
Most Expensive Keywords

Source: iSpionage Dec 2013
-8-

Augustine Fou
Search Ad Fraud
Site:
http://coloncancerinf
onow .com/

Keyword:
saks

-9-

Augustine Fou
Redirect Link
http://viewsite.me/landing.php?p=Qlpo
OTFBWSZTWTcCNGsAAIFfgEAAA
wN%2F4iUAEAA%2F798AMADMm
Kp%2BQmJlPTTKeTTCg9...
Landing Page
http://www.saksfifthaven
ue.com/Entry.jsp?site_re
fer=360i+M&kw_refer=
saks

passing fake
source/referrer

- ...
Search Ad Fraud
Backgrounder
- 12 -

Augustine Fou
How Click Fraud Works
“vacuum cleaner” keyword

Walmart search ad

Bot clicks through
to walmart.com
- 13 -

Augustine Fou
Pass Fake URL Trackers
http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm
_medium=cpc&utm_camp
aign=Olay_Se...
Other Bad Guy Domains
http://analyzecanceradvice .com
http://analyzecancerhelp .com
http://bestcanceropinion .com
http://b...
Search Ad Clicks

20 - 40%
fraudulent, accidental, wasted
Source: Adometry Click Fraud Report 1H 2013
IAB: FY 2012 Search ...
CPC Fraud ~$5B/yr

Source: ClickForensics 2006 - 2010
- 17 -

Source: IAB 2012 Annual Report
Augustine Fou
Biggest PPC Spenders
Insurance est. Spending:
-

Statefarm.com - $46M /yr
Geico.com - $44M
Progressive.com - $34M
Esurance...
Digital Ad Forensics Process
Preliminary Scan
Sizing of
ad fraud

Forensic Analysis

Maintenance

• Technology Tools
• Sta...
Related Articles
Digital Ad Fraud Briefing
By: Augustine Fou December 2013

Fake YouTube Videos
By: Augustine Fou, Decembe...
Dr. Augustine Fou – Digital Forensics
“I advise clients on optimizing
advertising across all channels. Using
advanced tech...
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Fashion Brands Suffering Digital Ad Fraud by Augustine Fou Technical Forensics

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fashion brands that spend money on paid search may be losing a significant portion of their ad dollars to ad fraud. Here are a few examples of big brands suffering from this. It can be corrected quickly through forensic analysis but ongoing maintenance also needs to be done.

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Transcript of "Fashion Brands Suffering Digital Ad Fraud by Augustine Fou Technical Forensics"

  1. 1. Fashion Brands Suffering Ad Fraud Dr. Augustine Fou January 2014 acfou@mktsci.com 212-203-7239 -1- Augustine Fou
  2. 2. Search Ad Fraud: Rebecca Minkoff -2- Augustine Fou
  3. 3. Most Expensive Keywords Source: iSpionage Dec 2013 -3- Augustine Fou
  4. 4. Search Ad Fraud Site: http://analyzecancer help .com Keyword: Rebecca Minkoff -4- Augustine Fou
  5. 5. Redirect Link http://viewsite.me/landing.php?p=Qlpo OTFBWSZTWZgWyowAAICfgAMDf %2BIlABAAP%2B%2FeADAAyzRU8 SntNJGyntU9DUA9Q%2FVCKNMM k2moAaAADVT9ANNRsqNPUNqNA BaVjglb8%2FnbFjIayCFuhL3bw%2BF zDcyHJ8Cid4cru0mjZ2CRkxcHyXrIAI QdFpnHZHELwmitFKA1Z1QKl8Barj ghMeTHWpkMILwyk9Zyo%2FaNFia vvo0ZzI%2FW%2FUM4ex2t4IC4IrS WnCMGi5LaYdOn5vKZocMajmrD5n N1aHTVEqmwsdl9e3qwCctV3HrJkz8 3%2Bz4xSLAIEEkwTN%2FF3JFOFC QmBbKjAA%3D%3D&f=224&m=238 -5- Known blackhat technique to hide real referrer and replace with faked referrer. See how-to: http://www.blackhatworld. com/blackhatseo/cloaking-contentgenerators/36830cloaking-redirectreferer.html Augustine Fou
  6. 6. Landing Page http://www.rebeccamink off.com/shop.html?utm_ source=msn&utm_mediu m=cpc&utm_campaign= MINKOFF_GENERAL &utm_term=rebecca%20 minkoff passing fake source/referrer -6- Augustine Fou
  7. 7. Search Ad Fraud: Saks Fifth Avenue -7- Augustine Fou
  8. 8. Most Expensive Keywords Source: iSpionage Dec 2013 -8- Augustine Fou
  9. 9. Search Ad Fraud Site: http://coloncancerinf onow .com/ Keyword: saks -9- Augustine Fou
  10. 10. Redirect Link http://viewsite.me/landing.php?p=Qlpo OTFBWSZTWTcCNGsAAIFfgEAAA wN%2F4iUAEAA%2F798AMADMm Kp%2BQmJlPTTKeTTCg9IyFJoZMjJ pkaDTJgQIp5NMgTaUNMj1GQAZtc %2FPBYc%2FjKjiaCvgsWyic9ubnNku yRzWc0yCVCBjU0xN2N0xlesT5iOG 0DaNgQMKOsQKSlGj3bWlwkIahOa manaD0fVGQuL8urUdlWBjvkRBIU3 MsWNE8ndiIOCXh7AhHEAKN0gXb yzBUSe4WT1258YeFqkVPdTWfZbgV %2BvpNuj5AyoUZH5WwqNJoD1RY QTdHDqOYhKOdLlM4crMj8%2FCU o%2F4u5IpwoSBuBGjWA%3D%3D& f=224&m=238&cfa=1 - 10 - Known blackhat technique to hide real referrer and replace with faked referrer. See how-to: http://www.blackhatworld. com/blackhatseo/cloaking-contentgenerators/36830cloaking-redirectreferer.html Augustine Fou
  11. 11. Landing Page http://www.saksfifthaven ue.com/Entry.jsp?site_re fer=360i+M&kw_refer= saks passing fake source/referrer - 11 - Augustine Fou
  12. 12. Search Ad Fraud Backgrounder - 12 - Augustine Fou
  13. 13. How Click Fraud Works “vacuum cleaner” keyword Walmart search ad Bot clicks through to walmart.com - 13 - Augustine Fou
  14. 14. Pass Fake URL Trackers http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm _medium=cpc&utm_camp aign=Olay_Search_Deskto p_Category+Interest+Prod uct.Phrase&utm_term=eye %20cream&utm_content= TZsrSzFz_eye%20cream_ p_2990456911 passing fake source/referrer - 14 - Augustine Fou
  15. 15. Other Bad Guy Domains http://analyzecanceradvice .com http://analyzecancerhelp .com http://bestcanceropinion .com http://bestcancerproducts .com http://bestcancerresults .com http://besthealthopinion .com http://bettercanceradvice .com http://bettercancerhelp .com http://betterhealthopinion .com http://findcanceropinion .com http://findcancerresource .com http://findcancertopics .com http://findhealthopinion .com http://finestcanceradvice .com http://finestcancerhelp .com http://finestcancerresults .com http://getcancerproducts .com - 15 - 96,000+ more sites like these, designed to show search ads and self-click on them to steal CPC ad dollars Augustine Fou
  16. 16. Search Ad Clicks 20 - 40% fraudulent, accidental, wasted Source: Adometry Click Fraud Report 1H 2013 IAB: FY 2012 Search Ad Spend = $16.8B • Search ad fraud is a bit more involved to commit and usually occurs on “search partner” sites (not the main search sites) • Bad guys set up sites with no content, execute searches with lucrative keywords, and click the ads with bots - 16 - Augustine Fou
  17. 17. CPC Fraud ~$5B/yr Source: ClickForensics 2006 - 2010 - 17 - Source: IAB 2012 Annual Report Augustine Fou
  18. 18. Biggest PPC Spenders Insurance est. Spending: - Statefarm.com - $46M /yr Geico.com - $44M Progressive.com - $34M Esurance.com - $28M Allstate.com - $25M USAA.com - $21M Many CPCs from $60 - $78 Retailers est. Spending: - 18 - Walmart.com - $48M /yr Sears.com - $18M annually Macys.com - $11M per year JCPenney.com - $9.6M CPCs range from $15 - $63 Augustine Fou
  19. 19. Digital Ad Forensics Process Preliminary Scan Sizing of ad fraud Forensic Analysis Maintenance • Technology Tools • Statistical analysis • Budget shifts • Further optimization Implementation FREE $$$ $ Preliminary analysis of paid campaigns and analytics to determine magnitude of the ad fraud impacting client. Creating recommended list of changes, including list of sites to exclude in each ad channel. Subscribe to triangulated, cross-industry database of “ad fraud offenders” to continuously update blacklists and whitelists. Augustine Fou - 19 -
  20. 20. Related Articles Digital Ad Fraud Briefing By: Augustine Fou December 2013 Fake YouTube Videos By: Augustine Fou, December 2013 How Display Fraud Works By: Augustine Fou, May 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 How Click Fraud Works By: Augustine Fou, November 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 - 20 - Augustine Fou
  21. 21. 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 waste.” 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 - 21 - @acfou Augustine Fou

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