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Five Pro Tips for Optimizing Programmatic Campaigns

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Simple things that ad ops pros can do right away to optimize the business outcomes of their programmatic campaigns -- and ensure less ad dollars are wasted due to ad fraud (bots)

Published in: Data & Analytics
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Five Pro Tips for Optimizing Programmatic Campaigns

  1. 1. Five Pro Tips for Optimizing Programmatic Campaigns July 2016 Augustine Fou, PhD. acfou @ mktsci.com 212.. 203 ..7239
  2. 2. July 2016 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Minimize ad spend between 1am - 5am Humans visit websites mostly during waking hours 1a – 5a Stacked percent Blue (human) Red (bots)
  3. 3. July 2016 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Focus ad spend on weekdays, lower on weekends Humans visit websites mostly on weekdays, lower on weekends 5 weekdays 2 weekend 2 weekend 5 weekdays 5 weekdays
  4. 4. July 2016 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Blacklist (exclude) referral sources w/ 100% bounce Visitors arriving from these sources won’t do any good for you anyway
  5. 5. July 2016 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Exclude sites and apps with >20% click-through rate CTRs for display are around 0.1%; around 1% for search; >20% is absurd .xyz domains that very humans would ever find bad-acting mobile apps that have absurd CTRs and are not on-brand anyway
  6. 6. July 2016 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Block IP address ranges from data centers Humans don’t access the internet through data centers – like AWS “Visitors from data centers are? You guessed it – bots!”
  7. 7. If we don’t do these….
  8. 8. July 2016 / Page 7marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Fraud continues upward as digital ad spend goes up Digital ad fraud Digital ad spend Source: IAB 2015 FY Report $ billions E High / Low Estimates
  9. 9. July 2016 / Page 8marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Any device with internet can be used as a bot Traffic cameras turned into botnet (Engadget, Oct 2015) mobile devices webcams connected traffic lights connected cars thermostat connected fridge Security cams used as 400 Gbps DDoS botnet (Engadget, Jun 2016)
  10. 10. July 2016 / Page 9marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad fraud is a “double-whammy” for advertisers Messed Up AnalyticsWasted Ad Dollars Ad shown to bots are wasted Fake traffic, impressions, clicks are all recorded by analytics
  11. 11. July 2016 / Page 10marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad fraud is a “QUAD-whammy” for good publishers 2. “Bottom line” profitability squeezed 1. “Top line” ad revenue stolen 4. Reputations ruined by bad guys covering tracks 3. Ad blockers further reduce ad revenue
  12. 12. July 2016 / Page 11marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Huge difference in quality (bots vs humans) Ad Networks Publishers
  13. 13. July 2016 / Page 12marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou End of month traffic and impressions fulfillment Traffic surge Impressions surge volume bars (green) Stacked percent Blue (human) Red (bots) red vs blue trendlines
  14. 14. July 2016 / Page 13marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou What real traffic surges look like (humans) Traffic surgesvolume bars (green) Stacked percent Blue (human) Red (bots) red v blue trendlines
  15. 15. July 2016 / Page 14marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou About the Author
  16. 16. July 2016 / Page 15marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Dr. Augustine Fou – Recognized Expert on Ad Fraud 2013 2014 2015 SPEAKING ENGAGEMENTS / PANELS 4A’s Webinar on Ad Fraud AdCouncil Webinar on Ad Fraud TelX Marketplace Live ARF Audience Measurement / ReThink IAB Webinar on Ad Fraud / Botnets AdMonsters Publishers Forum / OPS
  17. 17. July 2016 / Page 16marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou 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.

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