Mistargeted Ads Investigated by Augustine Fou Technical Forensics

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brand safety, mis-targeting of ads. Advertisers should focus more on users who "raise their hand" through search and then deliver the information they need, rather than 'spray and pray" using digital …

brand safety, mis-targeting of ads. Advertisers should focus more on users who "raise their hand" through search and then deliver the information they need, rather than 'spray and pray" using digital ads.

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  • 1. Augustine Fou- 1 - Dr. Augustine Fou acfou [at] mktsci.com http://linkd.in/augustinefou February 2014 Mis-Targeted Ads & Brand Safety Issues
  • 2. Augustine Fou- 2 - The Problem “Even if a SITE is appropriate – in this case Slideshare.net (subsidiary of LinkedIn) the ad could still be displayed next to inappropriate content – in this case AdultFriendFinder.” -- Dr. Augustine Fou
  • 3. Augustine Fou- 3 - Brand Safety Issue Carnival Cruise Line ad next to AdultFriendFinder slideshare Site:slideshare.net
  • 4. Augustine Fou- 4 - Brand Safety Issue Site: break.com
  • 5. Augustine Fou- 5 - Brand Safety Issue Geico ad next to AdultFriendFinder slideshare
  • 6. Augustine Fou- 6 - Brand Safety Issue
  • 7. Augustine Fou- 7 - Brand Safety Issue Kissimmee Florida ad next to AdultFriendFinder slideshare
  • 8. Augustine Fou- 8 - Brand Safety Issue 3 Musketeers ad next to AdultFriendFinder slideshare
  • 9. Augustine Fou- 9 - Brand Safety Issue AT&T ad next to AdultFriendFinder slideshare
  • 10. Augustine Fou- 10 - Brand Safety Issue
  • 11. Augustine Fou- 11 - Brand Safety Issue
  • 12. Augustine Fou- 12 - Brand Safety Issue
  • 13. Augustine Fou- 13 - Brand Safety Issue
  • 14. Augustine Fou- 14 - Brand Safety Issue
  • 15. Augustine Fou- 15 - Brand Safety Issue
  • 16. Augustine Fou- 16 - Brand Safety Issue
  • 17. Augustine Fou- 17 - Baby Metal NSFW Sprint Framily Ad next to .. Baby Metal punk rock video
  • 18. Augustine Fou- 18 - What Advertisers Can/Should Do
  • 19. Augustine Fou- 19 - Areas of Optimization bots /not seen by humans delivery viewability targeting waste reduction improving optimization 30% 40% 30%
  • 20. Augustine Fou- 20 - Improve Targeting 23% Ad Blocked (PageFair) 54% Not In View (comScore) 24 – 29% confirmed bot (Solve Media) 25% On-Target Delivery (Nielsen) After waste reduction, advertisers can focus on improving targeting
  • 21. Augustine Fou- 21 - Related Articles Fake YouTube Videos By: Augustine Fou, December 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 An Ecosystem of Digital Ad Fraud By: Augustine Fou, October 2013 Augustine Fou- 21 - Digital Ad Fraud Briefing By: Augustine Fou December 2013 Ad Fraud Fighting Techniques By: Augustine Fou October 2013 How Display Fraud Works By: Augustine Fou, May 2013 How Click Fraud Works By: Augustine Fou, November 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013
  • 22. Augustine Fou- 22 - 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 – which produces immediate 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