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Ad Fraud: Statistics and Techniques (dmexco 2016)

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dmexco 2016

# References:
## Slide 3
"Ad Blocking Is a Growing Problem. What's the Fix?", June, 2015
http://adage.com/article/media/publishers-weigh-ways-fight-ad-blocking/299116/

# Slide 4
"What Concerns Advertisers About Digital Media Buying?", eMarketer, June, 2016
http://www.emarketer.com/Article/What-Concerns-Advertisers-About-Digital-Media-Buying/1014027

# Slide 5
A Digital Publisher’s Guide to Measuring and Mitigating Non-Human Traffic, October 2015
http://resources.distilnetworks.com/h/i/154041108-digital-publisher-s-guide-to-measuring-mitigating-non-human-traffic/185088

# Slide 8
“Digital Ad Spending Worldwide” report, eMarketer, March 2016

# Slide 10
The Bot Baseline: Fraud in Digital Advertising, January 2016
http://www.ana.net/content/show/id/botfraud-2016

# Slide 11
US Senator Mark R. Warner, US Senator Charles E. Schumer: A letter to FTC, July 2016
https://www.scribd.com/document/317966702/FTC-Digital-Ad-Fraud

# Slide 15
United States V. Vladimir Tsastsin, et. al., 11 Cr. 878
http://krebsonsecurity.com/wp-content/uploads/2011/11/Tsastsin-et-al.-Indictment.pdf
https://archives.fbi.gov/archives/newyork/press-releases/2011/manhattan-u.s.-attorney-charges-seven-individuals-for-engineering-sophisticated-internet-fraud-scheme-that-infected-millions-of-computers-worldwide-and-manipulated-internet-advertising-business
https://www.justice.gov/usao-sdny/pr/estonian-cybercriminal-sentenced-infecting-4-million-computers-100-countries-malware

# Slide 16
Microsoft v. Lam, et. al., 09-cv-0815
http://www.nytimes.com/2009/06/16/business/media/16adco.html?_r=1
http://graphics8.nytimes.com/packages/pdf/business/LamComplaint.pdf

# Slide 17
Facebook, Inc. v. Grunin, No. C 14-02323 WHA
http://www.leagle.com/decision/In%20FDCO%2020150109551/FACEBOOK,%20INC.%20v.%20GRUNIN

Published in: Internet

Ad Fraud: Statistics and Techniques (dmexco 2016)

  1. 1. - Viewability tracking - Engagement tracking - Cookie-less device tracking - Fraud prevention - etc Billions of events every day
  2. 2. “Viewability is number one. I would say preventing fraudulent traffic on your sites is number two, and that's from an industry standpoint […]” Chairman of IAB Board of Directors David Morris, 2015
  3. 3. 6
  4. 4. How big is the pie?
  5. 5. $7.2 billionof losses globally 3% to 37% bot rates Source: ANA/White Ops, January 2016 The Bot Baseline: Fraud in Digital Advertising
  6. 6. “[…] between 88 and 98 percent of all ad-clicks on major advertising platforms such as Google, Yahoo, LinkedIn, and Facebook in a given seven day period were not executed by human beings, but rather by […] bots.” U.S. Senators Mark R. Warner and Charles E. Schemer calling on federal authorities to address fraud in the digital advertising marketplace
  7. 7. $14 Millioncollected from advertisers 4 Millioncomputers infected 87 months in prison United States V. Vladimir Tsastsin, et. al., 11 Cr. 878
  8. 8. $750 000in damages 3 years to close the case Microsoft v. Lam, et. al., 09-cv-0815
  9. 9. To plead a fraud claim, the complaint must allege sufficient facts to show: (1) a misrepresentation; (2) knowledge of the falsity; (3) intent to induce another's reliance on the misrepresentation; (4) justifiable reliance; and (5) resulting damages. Facebook, Inc. v. Grunin, No. C 14-02323 WHA
  10. 10. Impression fraud Click fraud Attribution fraud
  11. 11. Impression fraud
  12. 12. - Cookie stuffing - Mobile attribution or CPI (cost-per-install) fraud - Click fraud with bots - Click hijacking with DNS rerouting Attribution fraud
  13. 13. 33 Advertisers Expect 3, 10 or 30% of traffic to be fraudulent Check campaigns for bot-unrelated fraud Check traffic for malicious bots Check your viewability vendor You shouldn’t pay for fraudulent impressions and clicks Train your staff RTB: build white/blacklists Direct: keep an eye on bot traffic
  14. 14. 34 Publishers Expect 3, 10 or 30% of traffic to be fraudulent Check traffic for malicious bots Know sources of your paid-traffic
  15. 15. 35
  16. 16. 36

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