Augustine Fou- 1 -
Dr. Augustine Fou
acfou [at] mktsci.com
http://linkd.in/augustinefou
February 2014
Mis-Targeted Ads
& B...
Augustine Fou- 2 -
The Problem
“Even if a SITE is appropriate – in this
case Slideshare.net (subsidiary of
LinkedIn) the a...
Augustine Fou- 3 -
Brand Safety Issue
Carnival Cruise Line ad next to
AdultFriendFinder slideshare
Site:slideshare.net
Augustine Fou- 4 -
Brand Safety Issue
Site: break.com
Augustine Fou- 5 -
Brand Safety Issue
Geico ad next to
AdultFriendFinder slideshare
Augustine Fou- 6 -
Brand Safety Issue
Augustine Fou- 7 -
Brand Safety Issue
Kissimmee Florida ad next to
AdultFriendFinder slideshare
Augustine Fou- 8 -
Brand Safety Issue
3 Musketeers ad next to
AdultFriendFinder slideshare
Augustine Fou- 9 -
Brand Safety Issue
AT&T ad next to
AdultFriendFinder slideshare
Augustine Fou- 10 -
Brand Safety Issue
Augustine Fou- 11 -
Brand Safety Issue
Augustine Fou- 12 -
Brand Safety Issue
Augustine Fou- 13 -
Brand Safety Issue
Augustine Fou- 14 -
Brand Safety Issue
Augustine Fou- 15 -
Brand Safety Issue
Augustine Fou- 16 -
Brand Safety Issue
Augustine Fou- 17 -
Baby Metal NSFW
Sprint Framily
Ad
next to ..
Baby Metal
punk rock video
Augustine Fou- 18 -
What Advertisers
Can/Should Do
Augustine Fou- 19 -
Areas of Optimization
bots /not seen by humans
delivery
viewability
targeting
waste
reduction
improvin...
Augustine Fou- 20 -
Improve Targeting
23% Ad Blocked
(PageFair)
54% Not In View
(comScore)
24 – 29% confirmed bot
(Solve M...
Augustine Fou- 21 -
Related Articles
Fake YouTube Videos
By: Augustine Fou, December 2013
Fake Linkedin Profiles
By: Augus...
Augustine Fou- 22 -
Dr. Augustine Fou – Technical Forensics
“I advise clients on optimizing
advertising across all channel...
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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 ads.

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Transcript of "Mistargeted Ads Investigated by Augustine Fou Technical Forensics"

  1. 1. Augustine Fou- 1 - Dr. Augustine Fou acfou [at] mktsci.com http://linkd.in/augustinefou February 2014 Mis-Targeted Ads & Brand Safety Issues
  2. 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. 3. Augustine Fou- 3 - Brand Safety Issue Carnival Cruise Line ad next to AdultFriendFinder slideshare Site:slideshare.net
  4. 4. Augustine Fou- 4 - Brand Safety Issue Site: break.com
  5. 5. Augustine Fou- 5 - Brand Safety Issue Geico ad next to AdultFriendFinder slideshare
  6. 6. Augustine Fou- 6 - Brand Safety Issue
  7. 7. Augustine Fou- 7 - Brand Safety Issue Kissimmee Florida ad next to AdultFriendFinder slideshare
  8. 8. Augustine Fou- 8 - Brand Safety Issue 3 Musketeers ad next to AdultFriendFinder slideshare
  9. 9. Augustine Fou- 9 - Brand Safety Issue AT&T ad next to AdultFriendFinder slideshare
  10. 10. Augustine Fou- 10 - Brand Safety Issue
  11. 11. Augustine Fou- 11 - Brand Safety Issue
  12. 12. Augustine Fou- 12 - Brand Safety Issue
  13. 13. Augustine Fou- 13 - Brand Safety Issue
  14. 14. Augustine Fou- 14 - Brand Safety Issue
  15. 15. Augustine Fou- 15 - Brand Safety Issue
  16. 16. Augustine Fou- 16 - Brand Safety Issue
  17. 17. Augustine Fou- 17 - Baby Metal NSFW Sprint Framily Ad next to .. Baby Metal punk rock video
  18. 18. Augustine Fou- 18 - What Advertisers Can/Should Do
  19. 19. Augustine Fou- 19 - Areas of Optimization bots /not seen by humans delivery viewability targeting waste reduction improving optimization 30% 40% 30%
  20. 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. 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. 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

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