• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Telecom Brands Suffering Digital Ad Fraud Investigation by Augustine Fou
 

Telecom Brands Suffering Digital Ad Fraud Investigation by Augustine Fou

on

  • 48,267 views

Telecom companies spending dollars on digital ads in search and display ads are subject to ad fraud. Here's visual evidence.

Telecom companies spending dollars on digital ads in search and display ads are subject to ad fraud. Here's visual evidence.

Statistics

Views

Total Views
48,267
Views on SlideShare
48,263
Embed Views
4

Actions

Likes
4
Downloads
0
Comments
0

3 Embeds 4

http://nuevospowerpoints.blogspot.com 2
http://nuevospowerpoints.blogspot.com.es 1
https://twitter.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Telecom Brands Suffering Digital Ad Fraud Investigation by Augustine Fou Telecom Brands Suffering Digital Ad Fraud Investigation by Augustine Fou Presentation Transcript

    • Telecom Brands Suffering Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com January 2014 -1- Augustine Fou
    • Executive Summary • Telecom companies are among the biggest spenders in digital ads, both display ads and search ads. • Estimated paid search spending: - AT&T - $13.8M / year - VerizonWireless - $6.4M per year - T-Mobile - $2.5M annually -2- Augustine Fou
    • Display Ads: AT&T Source: Moat Dec 2013 -3- Augustine Fou
    • Search Ads: AT&T Most expensive keywords Source: iSpionage Dec 2013 117K Google Ad Keywords 94k Bing Ad Keywords -4- Augustine Fou
    • Search Ad Fraud Site: http://analyzecancer advice.com/ Keyword: smartphone -5- Augustine Fou
    • Redirect Link http://viewsite.me/landing.php?p=Qlpo OTFBWSZTWcXw5CwAAHsfgAMD f%2BIlABAAP%2B7eADAAqzDVPU 9IyaTaZMTSep6hifqhFGmIyep4ptQA ABFT8mjUman6m0SaPTQQyM1gzk9 k%2FKfLqaznGJSm86oIYBdB7sRtJ3k MDgqyq7JvqACYwORKSimBEEw1S JSY01igOnCxgG18HRJ9HSeJs0ZWuS SvyKQKODpq2Ylc9wLD7SoYl%2BH Uk4EAzARZLwMssSwgk4NopzK%2 BIxPpvlDK1QOtWTlx%2BLBDGssg2 L99%2Fh7AkoLYJ0t1O4LZihGd95Ky bMtNP4u5IpwoSGL4chYA&f=224&m =238 -6- Known blackhat technique to hide real referrer and replace with faked referrer. See how-to: http://www.blackhatworld. com/blackhatseo/cloaking-contentgenerators/36830cloaking-redirectreferer.html Augustine Fou
    • Landing Page EIGHT (8) redirects -7- Augustine Fou
    • Display Ads: Verizon Source: Moat Dec 2013 -8- Augustine Fou
    • Search Ads: Verizon Most expensive keywords Source: iSpionage Dec 2013 54K Google Ad Keywords 34k Bing Ad Keywords -9- Augustine Fou
    • Search Ad Fraud Site: http://analyzecancer advice.com/ Keyword: verizon - 10 - Augustine Fou
    • Redirect Link http://viewsite.me/landing.php?p=Qlpo OTFBWSZTWRmXoxUAAICfgAMDf %2BIlABAAP%2B%2FfkDAAyzYqn4 SZqT0TTyZGp6hpoep6mKmmRtGk00 9TQDQAAip%2FqnpoSeT1TeqPUM0 gMIIZPbuUK%2FTfHeTClm%2FOKG U3Vy0VcI4ILi0Ua0BbvBNoGC4lmOJ HkaxDQhUDmRE0hKsSWTq0uGkxSr Qc0JwJSAIMKOV3AwgnlSFqDkoEO KSet5WPO0JNIR9tUgozLsvkEUiAxV rkpIpxe6t2JYbzfI9m9OjZlUul%2FXQ 8GpQuasf1GSm67UtrGqCgxtMA%2F 7Ns2sZ11lgl6WYKzFYDRed7y%2Bd %2BLuSKcKEgMy9GKg%3D%3D&f =224&m=238 - 11 - Known blackhat technique to hide real referrer and replace with faked referrer. See how-to: http://www.blackhatworld. com/blackhatseo/cloaking-contentgenerators/36830cloaking-redirectreferer.html Augustine Fou
    • Landing Page NINE (9) redirects - 12 - Augustine Fou
    • Display Ads: T-Mobile Source: Moat Dec 2013 - 13 - Augustine Fou
    • Search Ads: T-Mobile Most expensive keywords Source: iSpionage Dec 2013 25K Google Ad Keywords 12k Bing Ad Keywords - 14 - Augustine Fou
    • Search Ad Fraud Backgrounder - 15 - Augustine Fou
    • How Click Fraud Works “vacuum cleaner” keyword Walmart search ad Bot clicks through to walmart.com - 16 - Augustine Fou
    • Pass Fake URL Trackers 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 passing fake source/referrer - 17 - Augustine Fou
    • Other Bad Guy Domains http://analyzecanceradvice .com http://analyzecancerhelp .com http://bestcanceropinion .com http://bestcancerproducts .com http://bestcancerresults .com http://besthealthopinion .com http://bettercanceradvice .com http://bettercancerhelp .com http://betterhealthopinion .com http://findcanceropinion .com http://findcancerresource .com http://findcancertopics .com http://findhealthopinion .com http://finestcanceradvice .com http://finestcancerhelp .com http://finestcancerresults .com http://getcancerproducts .com - 18 - 96,000+ more sites like these, designed to show search ads and self-click on them to steal CPC ad dollars Augustine Fou
    • Display Ad Fraud Backgrounder - 19 - Augustine Fou
    • Bad Guys Put Up Sites site = analyzecanceradvice .com site = missomoms.com 19 blocked ads on page - 20 - Augustine Fou
    • Load Tons of Ads on Pages http://modernbab y.com/ http://interiorcom plex.com/ - 21 - Augustine Fou
    • Use Bots to Load the Pages Source: Wired - 22 - Augustine Fou
    • Display Ad Fraud Technical Forensics - 23 - Augustine Fou
    • Ad Forensics Process Preliminary Scan Sizing of ad fraud Forensic Analysis Maintenance • Technology Tools • Statistical analysis • Budget shifts • Further optimization Implementation Immediate savings FREE $$$ Preliminary analysis of paid campaigns and analytics to determine magnitude of the ad fraud impacting client. Creating recommended list of changes, including list of sites to exclude in each ad channel. - 24 - $ Subscribe to triangulated, cross-industry database of “ad fraud offenders” to continuously update blacklists and whitelists. Augustine Fou
    • Dr. Augustine Fou – Digital Forensics “I advise clients on optimizing advertising across all channels. Using advanced technical forensic techniques and custom tchnology tools, we 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 - 25 - @acfou Augustine Fou
    • Related Articles Digital Ad Fraud Briefing By: Augustine Fou December 2013 Fake YouTube Videos By: Augustine Fou, December 2013 How Display Fraud Works By: Augustine Fou, May 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 How Click Fraud Works By: Augustine Fou, November 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 - 26 - Augustine Fou
    • More Bad Guy Sites - 27 - Augustine Fou
    • More Identical Sites http://picturesandbox.com/screengrab/grid.php - 28 - Augustine Fou
    • Dozens of Identical Sites 1 2 6 7 3 8 4 5 9 http://picturesandbox.com/screengrab/grouped.php# 10 11 - 29 - 12 13 14 15 16 17 Augustine Fou