Five Pro Tips for Optimizing Programmatic Campaigns
Five Pro Tips for Optimizing
Augustine Fou, PhD.
acfou @ mktsci.com
212.. 203 ..7239
July 2016 / Page 1marketing.scienceconsulting group, inc.
Minimize ad spend between 1am - 5am
Humans visit websites mostly during waking hours
1a – 5a
July 2016 / Page 2marketing.scienceconsulting group, inc.
Focus ad spend on weekdays, lower on weekends
Humans visit websites mostly on weekdays, lower on weekends
2 weekend 2 weekend
5 weekdays 5 weekdays
July 2016 / Page 3marketing.scienceconsulting group, inc.
Blacklist (exclude) referral sources w/ 100% bounce
Visitors arriving from these sources won’t do any good for you anyway
July 2016 / Page 4marketing.scienceconsulting group, inc.
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
apps that have
absurd CTRs and are
not on-brand anyway
July 2016 / Page 5marketing.scienceconsulting group, inc.
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!”
July 2016 / Page 7marketing.scienceconsulting group, inc.
Fraud continues upward as digital ad spend goes up
Digital ad fraud
Digital ad spend
Source: IAB 2015 FY Report
High / Low Estimates
July 2016 / Page 8marketing.scienceconsulting group, inc.
Any device with internet can be used as a bot
used as 400
July 2016 / Page 9marketing.scienceconsulting group, inc.
Ad fraud is a “double-whammy” for advertisers
Messed Up AnalyticsWasted Ad Dollars
Ad shown to bots
Fake traffic, impressions,
clicks are all recorded by
July 2016 / Page 10marketing.scienceconsulting group, inc.
Ad fraud is a “QUAD-whammy” for good publishers
2. “Bottom line”
1. “Top line” ad
4. Reputations ruined by
bad guys covering tracks
3. Ad blockers further
reduce ad revenue
July 2016 / Page 11marketing.scienceconsulting group, inc.
Huge difference in quality (bots vs humans)
July 2016 / Page 12marketing.scienceconsulting group, inc.
End of month traffic and impressions fulfillment
volume bars (green)
red vs blue trendlines
July 2016 / Page 13marketing.scienceconsulting group, inc.
What real traffic surges look like (humans)
Traffic surgesvolume bars (green)
red v blue trendlines
July 2016 / Page 14marketing.scienceconsulting group, inc.
About the Author
July 2016 / Page 15marketing.scienceconsulting group, inc.
Dr. Augustine Fou – Recognized Expert on Ad Fraud
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
July 2016 / Page 16marketing.scienceconsulting group, inc.
Harvard Business Review – October 2015
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