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Telecom Brands
Suffering Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
January 2014
-1-

Augu...
Executive Summary
• Telecom companies are among the biggest spenders
in digital ads, both display ads and search ads.
• Es...
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-

A...
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
9IyaTaZMTSep6hifqh...
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-
...
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
SZqT0TTyZGp6hpoe...
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

- 1...
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_Se...
Other Bad Guy Domains
http://analyzecanceradvice .com
http://analyzecancerhelp .com
http://bestcanceropinion .com
http://b...
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...
Dr. Augustine Fou – Digital Forensics
“I advise clients on optimizing
advertising across all channels. Using
advanced tech...
Related Articles
Digital Ad Fraud Briefing
By: Augustine Fou December 2013

Fake YouTube Videos
By: Augustine Fou, Decembe...
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

1...
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Telecom Brands Suffering Digital Ad Fraud Investigation by Augustine Fou

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

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Transcript of "Telecom Brands Suffering Digital Ad Fraud Investigation by Augustine Fou"

  1. 1. Telecom Brands Suffering Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com January 2014 -1- Augustine Fou
  2. 2. 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
  3. 3. Display Ads: AT&T Source: Moat Dec 2013 -3- Augustine Fou
  4. 4. Search Ads: AT&T Most expensive keywords Source: iSpionage Dec 2013 117K Google Ad Keywords 94k Bing Ad Keywords -4- Augustine Fou
  5. 5. Search Ad Fraud Site: http://analyzecancer advice.com/ Keyword: smartphone -5- Augustine Fou
  6. 6. 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
  7. 7. Landing Page EIGHT (8) redirects -7- Augustine Fou
  8. 8. Display Ads: Verizon Source: Moat Dec 2013 -8- Augustine Fou
  9. 9. Search Ads: Verizon Most expensive keywords Source: iSpionage Dec 2013 54K Google Ad Keywords 34k Bing Ad Keywords -9- Augustine Fou
  10. 10. Search Ad Fraud Site: http://analyzecancer advice.com/ Keyword: verizon - 10 - Augustine Fou
  11. 11. 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
  12. 12. Landing Page NINE (9) redirects - 12 - Augustine Fou
  13. 13. Display Ads: T-Mobile Source: Moat Dec 2013 - 13 - Augustine Fou
  14. 14. Search Ads: T-Mobile Most expensive keywords Source: iSpionage Dec 2013 25K Google Ad Keywords 12k Bing Ad Keywords - 14 - Augustine Fou
  15. 15. Search Ad Fraud Backgrounder - 15 - Augustine Fou
  16. 16. How Click Fraud Works “vacuum cleaner” keyword Walmart search ad Bot clicks through to walmart.com - 16 - Augustine Fou
  17. 17. 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
  18. 18. 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
  19. 19. Display Ad Fraud Backgrounder - 19 - Augustine Fou
  20. 20. Bad Guys Put Up Sites site = analyzecanceradvice .com site = missomoms.com 19 blocked ads on page - 20 - Augustine Fou
  21. 21. Load Tons of Ads on Pages http://modernbab y.com/ http://interiorcom plex.com/ - 21 - Augustine Fou
  22. 22. Use Bots to Load the Pages Source: Wired - 22 - Augustine Fou
  23. 23. Display Ad Fraud Technical Forensics - 23 - Augustine Fou
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. More Bad Guy Sites - 27 - Augustine Fou
  28. 28. More Identical Sites http://picturesandbox.com/screengrab/grid.php - 28 - Augustine Fou
  29. 29. 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

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