Identify and Fight Fraudulent Impressions, Clicks, and Leads
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Dec. 5, 2014•0 likes•393 views
Identify and Fight Fraudulent Impressions, Clicks, and Leads
Dec. 5, 2014•0 likes•393 views
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Report
Marketing
According to recent studies, fraudulent and non-human activity account for more than 60% of all web traffic, 36% of impressions and up to 30% of all leads. Fraudsters are growing ever more sophisticated making detecting and preventing fraud increasingly difficult. Fortunately marketers have the power to stop fraud and its effect it on their business. Watch industry leaders, including noted AdExchanger researcher Joanna O'Connell, explain the new realities of digital media management.
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Identify and Fight Fraudulent Impressions, Clicks, and Leads
- 1. Webinar TUESDAY, JULY 22, 1PM EDT (10am PDT) Identify and Fight Fraudulent Impressions, Clicks, & Leads SPEAKERS Joanna O’Connell, Director of Research, AdExchanger David Sendroff, CEO, Forensiq Ross Shanken, Founder and CEO, LeadiD
- 2. Tips for Attendees • Audio problems? Use the “Chat” window to request a dial-in number. • Use the “Chat” box to ask a question. • A recording of the webinar will be distributed to attendees. Confidential and Proprietary
- 3. Today’s Speakers David Sendroff CEO Forensiq Joanna O’Connell Director of Research AdExchanger Ross Shanken Founder and CEO LeadiD Confidential and Proprietary
- 4. • The Programmatic Revolution • Identifying fraudulent activity • Taking action against fraud • Questions Agenda
- 5. The Programmatic Revolution Joanna O’Connell Director of Research AdExchanger Confidential and Proprietary
- 6. Identifying Fraudulent Activity David Sendroff CEO Forensiq Confidential and Proprietary
- 7. Taking Action Against Fraud Ross Shanken Founder and CEO LeadiD Confidential and Proprietary
- 8. About LeadiD • Founded in 2011 • Customer acquisition intelligence platform • Neutral arbiter of digital transactions • Common data currency for marketers • Trust, transparency, action Confidential and Proprietary
- 9. What is fraud? Interaction between two or more parties in which someone is misled. Confidential and Proprietary
- 10. The many flavors of fraud •Fresh lead? •False return? •Valid information? •Exclusive? •True intent? •Human-generated? Confidential and Proprietary
- 11. In confronting fraud, marketers feel a lot like Confidential and Proprietary this.
- 12. Taking action against fraud is increasingly • Possible • Easy • Essential Confidential and Proprietary
- 13. ACTION Confidential and Proprietary Policing Taking Preventing Two strategies for
- 14. Policing Fraud • Commercial disincentive • Damage is done • Ineffective - Easy to eliminate direct relationship - Much harder to eliminate the indirect Confidential and Proprietary
- 15. Preventing Fraud • Neutral party at consumer event • Alerts of trouble before transaction • Supports - Optimized media spend - Efficient sales follow-up - Higher ROI on customer acquisition efforts Confidential and Proprietary
- 16. LeadiD Fraud Detection 1st- AND 3rd-PARTY APPLICATIONS • Access fraud risk details - Risk classification - Risk score - Reason codes • Take action in real time Install Confidential and Proprietary
- 17. LeadiD Fraud Detection Confidential and Proprietary
- 18. A Primer for Success Right Question Right Action Confidential and Proprietary
- 19. The Wrong Question • What’s real? What’s fake? • Ecosystem isn’t black-and-white • Marketers struggle to make it such Confidential and Proprietary
- 20. The Right Question • What represents acceptable risk? • Answer in measurable terms - Lead Duration greater than 3 minutes? - Risk Score less than 50? - Leads threshold from device? IP address? Confidential and Proprietary
- 21. The Right Action • Not always accept or reject • Better alternatives - Prioritize your lowest risk leads - Reroute riskier leads for additional scrutiny - Pay inversely for risk - Adjust media spend Confidential and Proprietary
- 22. EAST NEW YORK BOOTH NUMBER AUGUST 14-15th 405 *Use code LEADID for $350 off Full Conference pass
- 23. Questions
- 24. Thank you