Characteristics of Normal Sites vs Fradulent and Suspect Ones

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Normal content sites have certain characteristics -- e.g. users typically find them via search. Fraudulent or suspicious websites have unusual characteristics.

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Characteristics of Normal Sites vs Fradulent and Suspect Ones

  1. 1. Characteristics of Normal Sites vs Suspect Ones Dr. Augustine Fou October 2013 -1- Augustine Fou
  2. 2. Bad Guy Websites “Modernbaby.com and Interiorcomplex.com Each of these sites peddles enormous traffic on the exchanges. For example, on a recent day Modern Baby was offering 19 million impressions via one exchange (quite the baby boom) and Interior Complex 30 million [ad impressions PER DAY] (the roaring housing market must be back).” Source: Adweek – Suspicious Web Domains Cost Online Ad Business $400m per Year By Mike Shields -2- Augustine Fou
  3. 3. TravelandLeisure.com Source: Quantcast -3- Augustine Fou
  4. 4. InteriorComplex.com Source: Compete Source: Quantcast Source: Alexa -4- Quantcast: 29k /mo uniques Compete: 42k /mo uniques Augustine Fou
  5. 5. ModernBaby.com Source: Quantcast Source: Compete [ NO DATA ] Source: Alexa -5- Quantcast: no data Compete: 20k /mo uniques Augustine Fou
  6. 6. Disconnect InteriorComplex.com - independent measurements estimate 29-40k monthly unique visitors but site sells 30 MILLION ad impressions PER DAY in ad exchanges ModernBaby.com - independent measurements estimate 20k monthly unique visitors but site sells 19 MILLION ad impressions PER DAY in ad exchanges -6- Augustine Fou
  7. 7. TravelandLeisure.com Source: Quantcast -7- Augustine Fou
  8. 8. InteriorComplex.com Source: Quantcast -8- Augustine Fou
  9. 9. TravelandLeisure.com Source: Quantcast -9- Augustine Fou
  10. 10. InteriorComplex.com [ NO DATA ] Source: Quantcast - 10 - Augustine Fou
  11. 11. Where Visitors Come From Users typically find sites via search; about 25% of a site’s traffic should come from search. Source: Alexa - 11 - Augustine Fou
  12. 12. Loaded with Ads http://modernbaby.com/ http://interiorcomplex.com/ - 12 - Augustine Fou

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