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How Bad Measurements Harm Good Publishers

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Bad measurements by ad tech providers are causing irreparable harm to good publishers. Here are just a few scenarios to illustrate the problem.

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How Bad Measurements Harm Good Publishers

  1. 1. How BAD Measurements Harm GOOD Publishers February 2018 Augustine Fou, PhD. acfou [at] mktsci.com 212. 203 .7239
  2. 2. February 2018 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Incorrect IVT measurements … Incorrect IVT Measurement Sources 1 and 2 corroborate Source 3 in ad iframe, sampled ... extorts refunds from pubs.
  3. 3. February 2018 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou High IVT on spoofed domains … Domain (spoofed) % SIVT esquire.com 77% travelchannel.com 76% foodnetwork.com 76% popularmechanics.com 74% latimes.com 72% reuters.com 71% bid request fakesite123.com esquire.com blacklist whitelist ✅ ✅ declared … causes real pub to get blacklisted “fakesite123.com has to pretend to be esquire.com to get bids; when fraud measurement shows high SIVT (sophisticated bots), the REAL esquire.com gets blacklisted and can no longer make ad revenue.”
  4. 4. February 2018 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Fake 100% Viewable; 0% NHT… FAKE 100% viewability AD Stack ads all above the fold to trick detection FAKE 0% NHT Buy traffic that is guaranteed to pass fraud filters … attracts dollars away from real pubs.
  5. 5. February 2018 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Dr. Augustine Fou – Independent Ad Fraud Researcher 2013 2014 Published slide decks and posts: http://www.slideshare.net/augustinefou/presentations https://www.linkedin.com/today/author/augustinefou 2016 2015 2017

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