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November 2018 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
B2B MARKETER’S
ANTI-AD FRAUD PLAYBOOK
Augustine Fou, PhD.
acfou [at] mktsci.com
November 2018 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
“Digital ad fraud is literally the
bad guys’ ATM – it spits out cash.
And every year $300 billion of
marketers’ digital ad budgets refills it.”
November 2018 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Executive Summary
Marketers can take control and fight fraud with analytics/insights
1. B2B or “performance” marketers should not
assume they are immune to ad fraud. Bad guys use
tech to easily create clicks and trick performance
measurement and attribution.
2. Marketers can run one or more of the following
“plays” themselves without any specialized fraud
detection tech to see if they are exposed to fraud.
3. Each “play” tells marketers where to look and what
to look for in their own reports and analytics, so
they can take action when they find fraud.
November 2018 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Despite fraud detection tech…
Obvious fraud still gets through; analyze and turn off the fraud
Launch Week 3 and beyondWeek 2
Initial baseline
measurement
Measurement after
first optimization
After turning off more “sites
that cheat”
30% bots
15% bots
3% bots
November 2018 / Page 4marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Ad fraud is at all-time highs
There’s $100B in digital ad spend to steal from, year after year
U.S. Digital Ad Spend
($ billions)
Actuals Projected
Digital Ad Fraud
($ billions)
($300B worldwide per year)
November 2018 / Page 5marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Bad guys avoid/ trick detection
Blocking of ad tags, altering measurement to avoid detection
Detection Tag Blocking— analytics
tags/fraud detection tags are accidentally
blocked or maliciously stripped out
“malicious code manipulated data to
ensure that otherwise unviewable ads
showed up in measurement systems
as valid impressions, which resulted in
payment being made for the ad.”
Source: Buzzfeed, March 2018
November 2018 / Page 6marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Anti-Fraud Playbook
November 2018 / Page 7marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Measure Full-Funnel, Always
Measure
Ads
Measure
Arrivals
Measure
Conversions
346
1743
5
156
A
B
30X more human
conversion events
• More arrivals
• Better quality
more humans (blue)
good publishers
low-cost media,
ad exchanges
November 2018 / Page 8marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Shift budgets to higher quality
Some channels have more humans, shift budget to these
• Blue means humans
• Red means bots
Where to find this?
Your own bots versus humans
measurement, with detailed
and complete supporting data.
What to look for?
Be sure to measure for both
bots and humans; rank order
channels, sources, or sites by
highest humans first.
What to do?
Some channels have more
humans (blue) and others have
more bots (red); shift budgets
during campaign to more
human channels.
November 2018 / Page 9marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Very high click-thru rates
Click rates that are significantly higher than benchmark are suspect
Where to find this?
Any placement reports
from DSP, ad server, etc.
What to look for?
If display ad CTRs are
significantly above 0.1% it
should be investigated.
Also, if click rates are
identical from day to day,
something is strange.
What to do?
Identify the sites that
exhibit abnormally high
CTRs and turn them off.
Stop buying from them.
CTR Benchmarks over Years
November 2018 / Page 10marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Click-thru rates by domain
Detailed reports by domain reveal obvious fraud
Where to find this?
Your campaign reports,
with details by domain.
What to look for?
If click-thru rates are 100%,
something is wrong; be
sure to ignore low volume
rows.
What to do?
Identify the sites that
exhibit these abnormal
click-thru rates and turn
them off in the campaign
interface – don’t buy the
fraud any more.
November 2018 / Page 11marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Abnormal traffic patterns
Humans sleep at night, visit sites during waking hours
Where to find this?
Hourly analytics reports
(e.g. Google Analytics, ad
server reports)
What to look for?
Are there normal
fluctuations in volume
(lower overnight, higher
daytime); if flat across,
then something is wrong.
What to do?
Identify the sites or
impressions that exhibit
abnormal patterns and
turn them off. Stop buying.
Abnormal – flat across
Normal daily fluctuations
November 2018 / Page 12marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Abnormal data consistency
When analytics are TOO consistent, something is suspicious
top 4 referring sites – exact same pattern Where to find this?
Hourly analytics reports
(e.g. Google Analytics, ad
server reports)
What to look for?
If select parameters look
too similar across multiple
domains, that is suspicious
(e.g. same pages/session,
ultra low bounce rates,
99% Android visits).
What to do?
Identify the sites that
exhibit abnormal
consistency; investigate
further andd turn them off.
November 2018 / Page 13marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Compare to organic benchmarks
Paid traffic characteristics benchmarked against organic traffic
Where to find this?
Your own analytics reports
What to look for?
Look at organic traffic
benchmarks (this tells you what
people do and how long they
stay). Compare your paid
channels to this benchmark.
What to do?
If your paid channels are
significantly different from your
organic, then something is
wrong. For example if display
ads show much higher bounce
rate, or much lower time on
site, something is suboptimal.
Paid channels
compare favorably
Paid channels don’t
compare favorably
November 2018 / Page 14marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Zero conversion sources
Zero conversions, no change when turned off; not worth spending
Where to find this?
Your own analytics reports
What to look for?
Be sure to select metrics that
are not quantity metrics that
are easily faked by bots; look for
large volume sites/referrers that
yield zero conversions
What to do?
Identify the sites that show zero
conversions; pause or turn off
ad spend and see if there is any
change to overall conversions or
conversion rate. If no change,
then leave off (it wasn’t driving
anything anyway).
November 2018 / Page 15marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefoulinkedin.com/in/augustinefou
Display 4
2,036 humans
human conversion rate
Compare actual outcomes
Site Traffic Conversions
8,482 818
4,216 humans
5%
human conversion rate
14,539 193
225 humans
9%
human conversion rate
2,248 23
168 humans
5%
human conversion rate
1,527 9
Display 3
Display 2
Display 1
Humans
40%
November 2018 / Page 16marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
About the Author
November 2018 / Page 17marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Dr. Augustine Fou – Anti-Ad Fraud Consultant
2013
2014
Published slide decks and posts:
http://www.slideshare.net/augustinefou/presentations
https://www.linkedin.com/today/author/augustinefou
2016
2015
2017

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B2B marketers anti ad-fraud playbook

  • 1. November 2018 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou B2B MARKETER’S ANTI-AD FRAUD PLAYBOOK Augustine Fou, PhD. acfou [at] mktsci.com
  • 2. November 2018 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou “Digital ad fraud is literally the bad guys’ ATM – it spits out cash. And every year $300 billion of marketers’ digital ad budgets refills it.”
  • 3. November 2018 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Executive Summary Marketers can take control and fight fraud with analytics/insights 1. B2B or “performance” marketers should not assume they are immune to ad fraud. Bad guys use tech to easily create clicks and trick performance measurement and attribution. 2. Marketers can run one or more of the following “plays” themselves without any specialized fraud detection tech to see if they are exposed to fraud. 3. Each “play” tells marketers where to look and what to look for in their own reports and analytics, so they can take action when they find fraud.
  • 4. November 2018 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Despite fraud detection tech… Obvious fraud still gets through; analyze and turn off the fraud Launch Week 3 and beyondWeek 2 Initial baseline measurement Measurement after first optimization After turning off more “sites that cheat” 30% bots 15% bots 3% bots
  • 5. November 2018 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad fraud is at all-time highs There’s $100B in digital ad spend to steal from, year after year U.S. Digital Ad Spend ($ billions) Actuals Projected Digital Ad Fraud ($ billions) ($300B worldwide per year)
  • 6. November 2018 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Bad guys avoid/ trick detection Blocking of ad tags, altering measurement to avoid detection Detection Tag Blocking— analytics tags/fraud detection tags are accidentally blocked or maliciously stripped out “malicious code manipulated data to ensure that otherwise unviewable ads showed up in measurement systems as valid impressions, which resulted in payment being made for the ad.” Source: Buzzfeed, March 2018
  • 7. November 2018 / Page 6marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Anti-Fraud Playbook
  • 8. November 2018 / Page 7marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Measure Full-Funnel, Always Measure Ads Measure Arrivals Measure Conversions 346 1743 5 156 A B 30X more human conversion events • More arrivals • Better quality more humans (blue) good publishers low-cost media, ad exchanges
  • 9. November 2018 / Page 8marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Shift budgets to higher quality Some channels have more humans, shift budget to these • Blue means humans • Red means bots Where to find this? Your own bots versus humans measurement, with detailed and complete supporting data. What to look for? Be sure to measure for both bots and humans; rank order channels, sources, or sites by highest humans first. What to do? Some channels have more humans (blue) and others have more bots (red); shift budgets during campaign to more human channels.
  • 10. November 2018 / Page 9marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Very high click-thru rates Click rates that are significantly higher than benchmark are suspect Where to find this? Any placement reports from DSP, ad server, etc. What to look for? If display ad CTRs are significantly above 0.1% it should be investigated. Also, if click rates are identical from day to day, something is strange. What to do? Identify the sites that exhibit abnormally high CTRs and turn them off. Stop buying from them. CTR Benchmarks over Years
  • 11. November 2018 / Page 10marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Click-thru rates by domain Detailed reports by domain reveal obvious fraud Where to find this? Your campaign reports, with details by domain. What to look for? If click-thru rates are 100%, something is wrong; be sure to ignore low volume rows. What to do? Identify the sites that exhibit these abnormal click-thru rates and turn them off in the campaign interface – don’t buy the fraud any more.
  • 12. November 2018 / Page 11marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Abnormal traffic patterns Humans sleep at night, visit sites during waking hours Where to find this? Hourly analytics reports (e.g. Google Analytics, ad server reports) What to look for? Are there normal fluctuations in volume (lower overnight, higher daytime); if flat across, then something is wrong. What to do? Identify the sites or impressions that exhibit abnormal patterns and turn them off. Stop buying. Abnormal – flat across Normal daily fluctuations
  • 13. November 2018 / Page 12marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Abnormal data consistency When analytics are TOO consistent, something is suspicious top 4 referring sites – exact same pattern Where to find this? Hourly analytics reports (e.g. Google Analytics, ad server reports) What to look for? If select parameters look too similar across multiple domains, that is suspicious (e.g. same pages/session, ultra low bounce rates, 99% Android visits). What to do? Identify the sites that exhibit abnormal consistency; investigate further andd turn them off.
  • 14. November 2018 / Page 13marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Compare to organic benchmarks Paid traffic characteristics benchmarked against organic traffic Where to find this? Your own analytics reports What to look for? Look at organic traffic benchmarks (this tells you what people do and how long they stay). Compare your paid channels to this benchmark. What to do? If your paid channels are significantly different from your organic, then something is wrong. For example if display ads show much higher bounce rate, or much lower time on site, something is suboptimal. Paid channels compare favorably Paid channels don’t compare favorably
  • 15. November 2018 / Page 14marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Zero conversion sources Zero conversions, no change when turned off; not worth spending Where to find this? Your own analytics reports What to look for? Be sure to select metrics that are not quantity metrics that are easily faked by bots; look for large volume sites/referrers that yield zero conversions What to do? Identify the sites that show zero conversions; pause or turn off ad spend and see if there is any change to overall conversions or conversion rate. If no change, then leave off (it wasn’t driving anything anyway).
  • 16. November 2018 / Page 15marketing.scienceconsulting group, inc. linkedin.com/in/augustinefoulinkedin.com/in/augustinefou Display 4 2,036 humans human conversion rate Compare actual outcomes Site Traffic Conversions 8,482 818 4,216 humans 5% human conversion rate 14,539 193 225 humans 9% human conversion rate 2,248 23 168 humans 5% human conversion rate 1,527 9 Display 3 Display 2 Display 1 Humans 40%
  • 17. November 2018 / Page 16marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou About the Author
  • 18. November 2018 / Page 17marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Dr. Augustine Fou – Anti-Ad Fraud Consultant 2013 2014 Published slide decks and posts: http://www.slideshare.net/augustinefou/presentations https://www.linkedin.com/today/author/augustinefou 2016 2015 2017