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.

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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  • 1. Retail Brands Suffering Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com November 2013 -1- Augustine Fou
  • 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. Walmart.com - $4M/mo Source: iSpionage Nov 2013 -3- Augustine Fou
  • 4. Walmart.com Source: iSpionage Nov 2013 -4- Augustine Fou
  • 5. Analyzecancerhelp .com -5- Augustine Fou
  • 6. Walmart Search Ad -6- Augustine Fou
  • 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. Display Ads: Walmart 1,869 ads Source: Moat December 2013 -8- Augustine Fou
  • 9. Target.com - $2M/mo Source: iSpionage Nov 2013 -9- Augustine Fou
  • 10. Target.com Source: iSpionage Nov 2013 - 10 - Augustine Fou
  • 11. Display Ads: Target 2,495 ads Source: Moat December 2013 - 11 - Augustine Fou
  • 12. Sears.com - $1.5M/mo Source: iSpionage Nov 2013 - 12 - Augustine Fou
  • 13. Sears.com Source: iSpionage Nov 2013 - 13 - Augustine Fou
  • 14. Betterhealthprof ilingplus.com - 14 - Augustine Fou
  • 15. Sears Search Ad - 15 - Augustine Fou
  • 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. Display Ads: Sears 996 ads Source: Moat December 2013 - 17 - Augustine Fou
  • 18. Macys.com - $900k/mo Source: iSpionage Nov 2013 - 18 - Augustine Fou
  • 19. Most Expensive Keywords Source: iSpionage Nov 2013 - 19 - Augustine Fou
  • 20. Besthealthresearch bonus.com - 20 - Augustine Fou
  • 21. Macys Search Ad - 21 - Augustine Fou
  • 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. Display Ads: Macy’s 2,075 ads Source: Moat December 2013 - 23 - Augustine Fou
  • 24. JCPenney.com -- $800k/mo Source: iSpionage Nov 2013 - 24 - Augustine Fou
  • 25. JCPenney.com Source: iSpionage Nov 2013 - 25 - Augustine Fou
  • 26. Bettercanceradvice .com - 26 - Augustine Fou
  • 27. JCPenney Search Ad - 27 - Augustine Fou
  • 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. Display Ads: JCPenney 829 ads Source: Moat December 2013 - 29 - Augustine Fou
  • 30. More Bad Guy Sites - 30 - Augustine Fou
  • 31. More Identical Sites http://picturesandbox.com/screengrab/grid.php - 31 - Augustine Fou
  • 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. 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. 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