1.
Augustine Fou- 1 -
Fraud Continues to Grow
digital ad fraud
High / Low Estimates
plus best-guess
Published estimates
digital ad spend
Source: IAB 2013 FY Report
$ billions E
E

2.
Augustine Fou- 2 -
Estimates Vary Widely
DSPs/Networks Security Vendors
3%
Dstillery, Oct 9, 2014_
“findings from two independent third parties,
Integral Ad Science and White Ops”
3.7%
Rocket Fuel, Sep 22, 2014
“Forensiq results confirmed that ... only 3.72% of
impressions categorized as high risk.”
57%
Telemetry, May 26, 2014
“Telemetry found that 57 per cent were “viewed” by automated
computer programs rather than real people.”
11 - 63%
WhiteOps/ANA, Dec 2014
“digital ad fraud outbreak – one that gobbles up roughly $14 billion in
advertising spend and between 25 and 50% of ad spend per campaign”
34 - 55%
Solve Media, Dec 23, 2014
“55% of the traffic on retail-specific sites was suspicious, with 34%
of traffic confirmed as bot”
low high
“Whatever the number, there is no refuting that there is
ad fraud... and job one is to find the fraud impacting
your business and extinguish it....” -- Dr. Augustine Fou

3.
Augustine Fou- 3 -
What We’ve Seen vs Published
Source: ANA / White Ops Study Published December 2014 [PDF]
display ads
11%
25%
video ads
23%
50%
sourced traffic
52%
100%
ANA/WhiteOps Study
What We’ve Seen
Case 1 Case 2

4.
Augustine Fou- 4 -
Fraud Affects All Industries
0
10
20
30
40
50
60
70
80
90
100
retail automotive finance /
insurance
telecom media /
entertainment
CPG travel consumer
electronics
pharma /
healthcare
indexed ad spend
indexed spend share
indexed fraud rate
High
CPC
industries
Source: Ad spend data from eMarketer March 2014 | Fraud rate data from Integral Ad Science Q2 2014 Fraud Report

5.
Augustine Fou- 5 -
Bot Levels by Industry
Source: WhiteOps/ANA, Dec 2014

6.
Augustine Fou- 6 -
Dr. Augustine Fou – Technical Forensics
“I advise clients and their agencies on the
technical aspects of fighting digital ad fraud.
Using forensic technologies and techniques I
help to assess the threat and the current
countermeasures in order to recommend
additional steps that can be taken to combat
fraud and improve ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou acfou @ mktsci.com | 212. 203 .7239