Retail Brands
Suffering Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
-1-

Augu...
Executive Summary
• Click fraud usually happens on “search
partners” sites; there are many examples of
fake sites with no ...
Walmart.com - $4M/mo

Source: iSpionage Nov 2013
-3-

Augustine Fou
Walmart.com

Source: iSpionage Nov 2013
-4-

Augustine Fou
Analyzecancerhelp .com

-5-

Augustine Fou
Walmart Search Ad

-6-

Augustine Fou
Walmart.com Target Page
http://www.walmart.com/
search/searchng.do?search_query=Und
ercoating&adid=2222222
2224089987004&w...
Display Ads: Walmart
1,869 ads
Source: Moat
December 2013

-8-

Augustine Fou
Target.com - $2M/mo

Source: iSpionage Nov 2013
-9-

Augustine Fou
Target.com

Source: iSpionage Nov 2013
- 10 -

Augustine Fou
Display Ads: Target
2,495 ads
Source: Moat
December 2013

- 11 -

Augustine Fou
Sears.com - $1.5M/mo

Source: iSpionage Nov 2013
- 12 -

Augustine Fou
Sears.com

Source: iSpionage Nov 2013
- 13 -

Augustine Fou
Betterhealthprof ilingplus.com

- 14 -

Augustine Fou
Sears Search Ad

- 15 -

Augustine Fou
Sears.com Target Page
http://www.sears.com/aut
omotive-tires-wheelstires-all-tires/b1289603153?sid=ISx2007
0515x00001d&psi...
Display Ads: Sears
996 ads
Source: Moat
December 2013

- 17 -

Augustine Fou
Macys.com - $900k/mo

Source: iSpionage Nov 2013
- 18 -

Augustine Fou
Most Expensive Keywords

Source: iSpionage Nov 2013
- 19 -

Augustine Fou
Besthealthresearch bonus.com

- 20 -

Augustine Fou
Macys Search Ad

- 21 -

Augustine Fou
Macys.com Target Page
http://www1.macys.co
m/shop/mattresses?cm
_mmc=MSN_Macys_
Mattress-_-DES++US+-+Mattresses++Generic+p...
Display Ads: Macy’s
2,075 ads
Source: Moat
December 2013

- 23 -

Augustine Fou
JCPenney.com -- $800k/mo

Source: iSpionage Nov 2013
- 24 -

Augustine Fou
JCPenney.com

Source: iSpionage Nov 2013
- 25 -

Augustine Fou
Bettercanceradvice .com

- 26 -

Augustine Fou
JCPenney Search Ad

- 27 -

Augustine Fou
JCPenney Target Page
http://www.jcpenney.c
om/index.jsp?cm_mm
c=msn%20nontrademark-_m_apparel_neutral_ge
neral-_m_clothing...
Display Ads: JCPenney
829 ads
Source: Moat
December 2013

- 29 -

Augustine Fou
More Bad Guy Sites

- 30 -

Augustine Fou
More Identical Sites
http://picturesandbox.com/screengrab/grid.php

- 31 -

Augustine Fou
Dozens of Identical Sites
1

2

6

7

3
8

4

5

9

10
11
- 32 -

12

13

14

15

16

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 Forensics
“I advise clients on optimizing
advertising across all channels. Using
insights and ...
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Proof Positive Click Fraud Impacting Retailers by Augustine Fou

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big retailers are spending big money on paid click ads. unfortunately, there is also a lot of click fraud, which could be costing them millions.

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Proof Positive Click Fraud Impacting Retailers by Augustine Fou

  1. 1. Retail Brands Suffering Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com November 2013 -1- Augustine Fou
  2. 2. Executive Summary • Click fraud usually happens on “search partners” sites; there are many examples of fake sites with no traffic, but lots of ad clicks • Big retailers’ big spending on search ads - Walmart.com - $4M per month - Sears.com - $1.5M per month - Macys.com - $900k /mo - JCPenney.com - $800k /mo -2- Augustine Fou
  3. 3. Walmart.com - $4M/mo Source: iSpionage Nov 2013 -3- Augustine Fou
  4. 4. Walmart.com Source: iSpionage Nov 2013 -4- Augustine Fou
  5. 5. Analyzecancerhelp .com -5- Augustine Fou
  6. 6. Walmart Search Ad -6- Augustine Fou
  7. 7. Walmart.com Target Page http://www.walmart.com/ search/searchng.do?search_query=Und ercoating&adid=2222222 2224089987004&wmlspa rtner=wmtlabs&wl0=170 2946621&wl1=b&wl2=e veryday%20low%20price s&wl3=14232221161&ve h=sem -7- Augustine Fou
  8. 8. Display Ads: Walmart 1,869 ads Source: Moat December 2013 -8- Augustine Fou
  9. 9. Target.com - $2M/mo Source: iSpionage Nov 2013 -9- Augustine Fou
  10. 10. Target.com Source: iSpionage Nov 2013 - 10 - Augustine Fou
  11. 11. Display Ads: Target 2,495 ads Source: Moat December 2013 - 11 - Augustine Fou
  12. 12. Sears.com - $1.5M/mo Source: iSpionage Nov 2013 - 12 - Augustine Fou
  13. 13. Sears.com Source: iSpionage Nov 2013 - 13 - Augustine Fou
  14. 14. Betterhealthprof ilingplus.com - 14 - Augustine Fou
  15. 15. Sears Search Ad - 15 - Augustine Fou
  16. 16. Sears.com Target Page http://www.sears.com/aut omotive-tires-wheelstires-all-tires/b1289603153?sid=ISx2007 0515x00001d&psid=32x1 59746&knshCrid=663997 125&k_clickID=1b83b3c 2-6d5b-f629-13f500006d4661fa - 16 - Augustine Fou
  17. 17. Display Ads: Sears 996 ads Source: Moat December 2013 - 17 - Augustine Fou
  18. 18. Macys.com - $900k/mo Source: iSpionage Nov 2013 - 18 - Augustine Fou
  19. 19. Most Expensive Keywords Source: iSpionage Nov 2013 - 19 - Augustine Fou
  20. 20. Besthealthresearch bonus.com - 20 - Augustine Fou
  21. 21. Macys Search Ad - 21 - Augustine Fou
  22. 22. Macys.com Target Page http://www1.macys.co m/shop/mattresses?cm _mmc=MSN_Macys_ Mattress-_-DES++US+-+Mattresses++Generic+ph_Twin+Mattresses_-3590559515_e-_twin%20mattress_mk wid_ecyF8SUD9_359 0559515%7C%7CcyF8SUD9 - 22 - Augustine Fou
  23. 23. Display Ads: Macy’s 2,075 ads Source: Moat December 2013 - 23 - Augustine Fou
  24. 24. JCPenney.com -- $800k/mo Source: iSpionage Nov 2013 - 24 - Augustine Fou
  25. 25. JCPenney.com Source: iSpionage Nov 2013 - 25 - Augustine Fou
  26. 26. Bettercanceradvice .com - 26 - Augustine Fou
  27. 27. JCPenney Search Ad - 27 - Augustine Fou
  28. 28. JCPenney Target Page http://www.jcpenney.c om/index.jsp?cm_mm c=msn%20nontrademark-_m_apparel_neutral_ge neral-_m_clothing_bmm_131 1-_-clothing - 28 - Augustine Fou
  29. 29. Display Ads: JCPenney 829 ads Source: Moat December 2013 - 29 - Augustine Fou
  30. 30. More Bad Guy Sites - 30 - Augustine Fou
  31. 31. More Identical Sites http://picturesandbox.com/screengrab/grid.php - 31 - Augustine Fou
  32. 32. Dozens of Identical Sites 1 2 6 7 3 8 4 5 9 10 11 - 32 - 12 13 14 15 16 17 Augustine Fou
  33. 33. 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 - 33 - Augustine Fou
  34. 34. Dr. Augustine Fou – Digital Forensics “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 - 34 - @acfou Augustine Fou

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