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Digital Ad Fraud Hitting All Time Highs 2017 Augustine Fou


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Search ad fraud occurs at a lower rate than display ad fraud, for the simple reason that display or CPM fraud is easier to commit. Only the ad impression needs to be created. Search fraud is a 2 step process. Bad guys' bots are getting better and better at hiding. They key for the good guys is to stay vigilant and never assume that fraud is solved. Because it is not solved, nor is it low.

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Digital Ad Fraud Hitting All Time Highs 2017 Augustine Fou

  1. 1. March 2017 / Page 0marketing.scienceconsulting group, inc. Digital Ad Fraud is Hitting All Time Highs Digital Ad Spend
  2. 2. March 2017 / Page 1marketing.scienceconsulting group, inc. Dr. Augustine Fou – Independent Ad Fraud Researcher 2013 2014 Follow me on LinkedIn (click) and on Twitter @acfou (click) Further reading: 2016 2015
  3. 3. March 2017 / Page 2marketing.scienceconsulting group, inc. Harvard Business Review – October 2015 Excerpt: Hunting the Bots Fou, a prodigy who earned a Ph.D. from MIT at 23, belongs to the generation that witnessed the rise of digital marketers, having crafted his trade at American Express, one of the most successful American consumer brands, and at Omnicom, one of the largest global advertising agencies. Eventually stepping away from corporate life, Fou started his own practice, focusing on digital marketing fraud investigation. Fou’s experiment proved that fake traffic is unproductive traffic. The fake visitors inflated the traffic statistics but contributed nothing to conversions, which stayed steady even after the traffic plummeted (bottom chart). Fake traffic is generated by “bad-guy bots.” A bot is computer code that runs automated tasks.