This presentation is prepared after conversing with Faisal Abidi, a successful marketer and co-founder of RNF Technologies, about ad fraud, spam, and scams. This presentation highlights how bots corrupt marketing and rip publishers and advertisers of their money.

1. Everything You Need To Know With Faisal Abidi
Ad Fraud Affecting Publishers &
Advertisers:

2. → What Is Ad Fraud?
→ How Do Bots Drive Ad Fraud?
→ Ad Fraud Impacting Publishers
→ Ad Fraud Impacting Advertisers
→ How To Prevent It?
TOC

3. What Is Ad Fraud?

4. ● Faisal Abidi, co-founder of RNF Technologies, reckons that Invalid Traffic
(IVT) is another term for ad fraud, which refers to any online activity made
up of non-human traffic.
● Such online activity has been divided into two groups by the Interactive
Advertising Bureau (IAB):
1. The most acceptable type of invalid traffic is general invalid traffic (GIVT),
which is typically carried out by spiders or bots without the intention of
engaging in ad fraud.
1. On the other side, Sophisticated Invalid Traffic (SIVT) is created with a
malevolent purpose and may involve bots that engage with digital adverts
while seeming to be humans.
● Talking of the types of ad fraud, Faisal Abidi says that SIVT is substantially
more difficult to find than GIVT.

5. How Do Bots Drive Ad Fraud?

6. ● Some of the most prevalent advertising frauds are caused by bot traffic, says the
branding and advertising services provider company Resourcifi’s founder, Faisal
Abidi.
● While bots can be programmed to perform a wide range of tasks, their
fundamental nature is to imitate user actions like clicking on adverts, watching
video ads, or launching mobile apps.
● Faisal Abidi, the co-founder of RNF Technologies, says that capacity to imitate
real users has become more significant as mobile technology has increased.
● Twenty-nine bogus apps were taken down from the Google Play market in April
2020, but not before they had been downloaded 3.5 million times.
● The increasing prevalence of botnets, or networks of bots, is another issue.

7. Ad Fraud Impacting Publishers

8. ● Publishers are impacted by advertising fraud in several ways. As evidenced, for
instance, by instances of ad insertion, fraudsters immediately seize the revenue
intended for publishers.
● In addition to lowering their income, this can harm a publisher's relationships
with its clients and advertisers if it happens frequently or over a prolonged
period.
● Even more upsetting is that the publishers are not at fault most of the time, and
they had bad luck in having scammers infiltrate their websites.
● It can be challenging to distinguish between genuine ad space and fraudulent
ad space when fraud in advertising happens.
● Trust, the foundation of the digital marketing sector, suffers the most due to the
collapse in the professional relationships on which ad networks rely.

9. Ad Fraud Impacting Advertisers

10. ● Ad fraud obscenely wastes advertising dollars. Advertisers are predicted to lose
$44 billion to ad fraud this year. But the effects of fraud on advertisers go far
beyond their financial statements.
● A long-term adverse effect of ad fraud may be that it encourages unethical
behavior among advertisers. For instance, an agency may be aware that some
of the clicks on its advertising are fraudulent. Still, it may be unwilling to tell its
clients since specific campaign measures, like high click-through rates (CTRs) or
ad impressions, present an impressive but false picture of success.
● Then there are the marketers who, fearing the repercussions of such an
admission, won't acknowledge that they have been the victim of ad fraud.
● The final effect is the inadequate performance by advertisers, which also causes
affected publishers' relationships with their customers to deteriorate.
● Ad fraud can also erode public trust in the digital advertising sector, to put it
another way.

11. How To Prevent It?

12. To help publishers and advertisers to steer clear of
fraud, Resourcifi’s team leader and marketing expert,
Faisal Abidi, shared a few proven tips.
Check out the next slide to learn more!

13. ● Make sure your ads.txt file lists the supply side platforms (SSPs), ad networks, and
exchanges permitted to resell your ad content.
● Setting up an IP blacklist on Google Ads can benefit click fraud. As soon as you
notice any suspicious clicks, block the associated IP addresses from ever again
accessing your adverts.
● Ad fraud can be challenging to identify just by observing the on-page activity. You
should therefore keep an eye out for any abrupt changes in your analytics and
traffic. You may set up notifications based on sessions, page views, and other
information using Google Analytics and other analytics tools.
● While some forms of ad fraud, such as injections, may be challenging for website
owners to identify, they may be more straightforward for site visitors.
● Some ad tech suppliers specialize in detecting ad fraud as well as monitoring the
quality of traffic. Work closely with such a vendor once you find them.

14. Special Thanks To
Faisal Abidi,
Co-Founder,
RNF Technologies