Digital ad fraud, waste, and underoptimization means a large percentage of display and search ads are not "productive" for advertisers. What are the techniques to reduce waste and make the ads more productive.

1. Forms of Ad Waste
Source: Ted McConnell, Brand Innovators Summit
I didn’t get what I paid for:
•
•
•
•
•
•
•
•
•
10% never get loaded into the browser – Moat
31% are never “in-view” (fraud or not) – comScore
20-80% are off demo target (depending on density) – Nielsen
29% are served to bots – Solve Media
20-40% are over frequency (bots or not) – Audience Science
5-30% are served outside your market geography – comScore
10% (est.) Dwell time < 1 second – SWAG
5% Overzealous Ad Verification (didnt get shown) – SWAG
20% Video: Autoplay, Sound off, Below the fold – TubeMogul
Net using average values and statistical overlap:
-1-
87% wasted
Augustine Fou

2. Subject Matter
Experts
-2-
Augustine Fou

3. Ted McConnell – Digital Consigliere
“My Goals are to drive, and participate
in the process that yields the winning
vision for my clients. I'm a Digital
Marketing Generalist: I've Run large
organizations, been staff to c-level
executives at P&G, hold 4 Patents,
successfully driven change in Marketing
and Advertising practice in P&G and
other companies.”
ADVERTISING RESEARCH FOUNDATION
MANAGER, DIGITAL MARKETING INNOVATION
AdAge Articles: http://adage.com/author/ted-mcconnell/4334
LinkedIn: https://www.linkedin.com/pub/ted-mcconnell/0/5b5/8a2
-3-
Augustine Fou

4. Dr. Augustine Fou – Technical Forensics
“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 – in order to raise 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
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
-4-
@acfou
Augustine Fou

5. Related Articles
Digital Ad Fraud Briefing
By: Augustine Fou December 2013
Fake YouTube Videos
By: Augustine Fou, December 2013
Ad Fraud Fighting Techniques
By: Augustine Fou October 2013
Fake Linkedin Profiles
By: Augustine Fou, December 2013
How Display Fraud Works
By: Augustine Fou, May 2013
Fake Facebook Profiles
By: Augustine Fou, Dec 2013
How Click Fraud Works
By: Augustine Fou, November 2013
Fake Twitter Accounts
By: Augustine Fou, August 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013
How Video Fraud Works
By: Augustine Fou, February 2014
-5-
Augustine Fou