Proof Positive Ad Fraud Digital Forensic Analysis by Augustine Fou

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screen grabs of what bad guy sites look like and how they commit click fraud, and also impression fraud and even affiliate fraud all at the same time

screen grabs of what bad guy sites look like and how they commit click fraud, and also impression fraud and even affiliate fraud all at the same time

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  • 1. Proof Positive Examples of Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com November 2013 -1- Augustine Fou
  • 2. Suspected display ad fraud 19 blocked ads on page site = analyzecanceradvice .com -2- Augustine Fou
  • 3. Pages/Ads in Hidden iFrames • Hidden layers or iframes • Location of ad registeres as “viewable” (above fold) Source: Spider.io May 2, 2013 -3- Augustine Fou
  • 4. Suspected click fraud Sears Ad in #2 Spot -4- Augustine Fou
  • 5. Sears.com Target Page http://www.sears.com/tvselectronics-televisions-ledtvs&50%20to%2059%20i n._LG/b1231474483?filter=Screen %20Size_Brand&keyword Search=false&previousSor t=ORIGINAL_SORT_OR DER&viewItems=55&sid =ISx20070515x00001d&p sid=14x2398612&knshCri d=3146729990&k_clickI D=1b83b3c2-6d5b-f62913f5-00006d4661fa -5- Augustine Fou
  • 6. Big Spenders in Paid Search Macys.com $930k /mo Sears.com $1.3M /mo -6- Augustine Fou
  • 7. Exhibit 1 -7- Augustine Fou
  • 8. healthsiteproductionalways.com buy eye cream online -8- Augustine Fou
  • 9. healthsiteproductionalways.com Olay.com ad in #1 position -9- Augustine Fou
  • 10. Destination: Olay.com 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 Click thru URL passing fake source - 10 - Augustine Fou
  • 11. Exhibit 2 - 11 - Augustine Fou
  • 12. thelifevibe.com residential home cleaning - 12 - Augustine Fou
  • 13. thelifevibe.com Clorox.com ad in #2 position - 13 - Augustine Fou
  • 14. Destination: Clorox.com http://www.clorox.com/cleani ng-and-laundrytips/disinfecting/cold-andflu/disinfect-andprotect/?utm_source=bing&ut m_medium=cpc&utm_term= Cleaning+A+Home&utm_ca mpaign=ColdFlu Click thru URL passing fake source - 14 - Augustine Fou
  • 15. Exhibit 3 - 15 - Augustine Fou
  • 16. analyzecanceradvice.com $1.31 CPC - 16 - Augustine Fou
  • 17. analyzecanceradvice.com - 17 - Augustine Fou
  • 18. Cascadeclean.com http://www.cascadecl ean.com/us/cascade/? utm_source=bing&ut m_medium=cpc&ut m_term=dishwashers %20detergent&utm_ campaign=Cascade_ Search_Desktop_Cat egory+Interest_7.13 &utm_content=fWX aDoYk|d_299859231 4_e_dishwashers%2 0detergent - 18 - Augustine Fou
  • 19. Exhibit 4 - 19 - Augustine Fou
  • 20. findhealthopinion.com - 20 - Augustine Fou
  • 21. findhealthopinion.com - 21 - Augustine Fou
  • 22. Swiffer.com http://www.swiffer.c om/?utm_source=bin g&utm_medium=cpc &utm_term=swiffer &utm_campaign=Sw iffer_Search_Deskto p_Brand+Awareness &utm_content=33Nx Th34_1756411066_e _swiffer - 22 - Augustine Fou
  • 23. More Bad Guy Sites - 23 - Augustine Fou
  • 24. More Identical Sites http://picturesandbox.com/screengrab/grid.php - 24 - Augustine Fou
  • 25. Dozens of Identical Sites 1 2 6 7 3 8 4 5 9 10 11 - 25 - 12 13 14 15 16 17 Augustine Fou
  • 26. 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 Visual Proof of Click Fraud By: Augustine Fou, November 2013 How Display Ad Fraud Works By: Augustine Fou, May 2013 - 26 - Augustine Fou
  • 27. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can 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 - 27 - @acfou Augustine Fou