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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.

Published in: Internet
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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] 212. 203 .7239
  2. 2. February 2018 / Page 1marketing.scienceconsulting group, inc. 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. High IVT on spoofed domains … Domain (spoofed) % SIVT 77% 76% 76% 74% 72% 71% bid request blacklist whitelist ✅ ✅ declared … causes real pub to get blacklisted “ has to pretend to be to get bids; when fraud measurement shows high SIVT (sophisticated bots), the REAL gets blacklisted and can no longer make ad revenue.”
  4. 4. February 2018 / Page 3marketing.scienceconsulting group, inc. 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. Dr. Augustine Fou – Independent Ad Fraud Researcher 2013 2014 Published slide decks and posts: 2016 2015 2017