How to Detect
Fraudulent Sites
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
-1-

August...
Motivation
-2-

Augustine Fou
Ad Waste from Fraud
Display Ad Fraud

Video Ad Fraud

480 billion

20.1 billion

display ad impressions /mo

video ad impr...
How to Detect
-4-

Augustine Fou
Detecting Fraudulent Sites
• Rapid, large, unexplained changes in traffic
• Increase in traffic without corresponding incr...
Traffic Firehose On/Off
Source: Alexa

Legit human traffic does not change rapidly; but bot traffic
(firehose) can be rapi...
Blend.com

-7-

Augustine Fou
goalbuilder.com

-8-

Augustine Fou
healthyweb.com

-9-

Augustine Fou
inquirehow.com

- 10 -

Augustine Fou
localxpress.com

- 11 -

Augustine Fou
healthandbodyplus.com

- 12 -

Augustine Fou
mindbodycourse.com

- 13 -

Augustine Fou
topicologist.com

- 14 -

Augustine Fou
dotellall.com

- 15 -

Augustine Fou
askmetis.com

- 16 -

Augustine Fou
healthyfamliving.com

- 17 -

Augustine Fou
Related Articles
Bad Guys Happily Rob Display Advertisers
By: Augustine Fou, July 23, 2012
Everything Fake (Display Ad Fra...
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing advertising
across all channels. Using insights an...
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How to Detect Fraudulent Websites Methodology by Augustine Fou

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How to Detect Fraudulent Websites Methodology by Augustine Fou

  1. 1. How to Detect Fraudulent Sites Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com November 2013 -1- Augustine Fou
  2. 2. Motivation -2- Augustine Fou
  3. 3. Ad Waste from Fraud Display Ad Fraud Video Ad Fraud 480 billion 20.1 billion display ad impressions /mo video ad impressions /mo 29% 40% Source: Solve Media 2013 Source: Vindico, 2013 confirmed bot traffic $1 - $3.50 ~$10 cost per thousand cost per thousand $2-6 billion $1 billion wasted ad spend (annualized) -3- estimated fake views wasted ad spend (annualized) Augustine Fou
  4. 4. How to Detect -4- Augustine Fou
  5. 5. Detecting Fraudulent Sites • Rapid, large, unexplained changes in traffic • Increase in traffic without corresponding increase in search volume (how human users find content sites); under-indexing traffic % from search • Large amount of paid search clicks served, with no visible search ads anywhere on the site • Large discrepancy between comScore traffic numbers and Quantcast/Alexa counts (hard to fake actual installed toolbars); different shapes of traffic curves -5- Augustine Fou
  6. 6. Traffic Firehose On/Off Source: Alexa Legit human traffic does not change rapidly; but bot traffic (firehose) can be rapidly turned off and directed to other sites. -6- Augustine Fou
  7. 7. Blend.com -7- Augustine Fou
  8. 8. goalbuilder.com -8- Augustine Fou
  9. 9. healthyweb.com -9- Augustine Fou
  10. 10. inquirehow.com - 10 - Augustine Fou
  11. 11. localxpress.com - 11 - Augustine Fou
  12. 12. healthandbodyplus.com - 12 - Augustine Fou
  13. 13. mindbodycourse.com - 13 - Augustine Fou
  14. 14. topicologist.com - 14 - Augustine Fou
  15. 15. dotellall.com - 15 - Augustine Fou
  16. 16. askmetis.com - 16 - Augustine Fou
  17. 17. healthyfamliving.com - 17 - Augustine Fou
  18. 18. 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 - 18 - Augustine Fou
  19. 19. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fastfeedback loops from digital, we can not only target brand ads better, but we can shift towards more detailed measurement and ROI; along with detection and mitigation of 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 - 19 - @acfou Augustine Fou

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