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Not dirty LITTLE secret but Elephant in the Room

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putting aside ad fraud for a moment, what's the elephant in the room? we're talking about your digital marketing. Do you think it is working? How do you know?

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Not dirty LITTLE secret but Elephant in the Room

  1. 1. November 2019 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Elephant in the Room That is NOT Fraud November 2019 Augustine Fou, PhD. acfou [at] mktsci.com 212. 203 .7239
  2. 2. November 2019 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Your current “digital” just plain sucks.
  3. 3. November 2019 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Your measurement sucks and you’re NOT getting what you paid for.
  4. 4. November 2019 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid for white list. Got crap publisherA.com Domain (spoofed) % SIVT esquire.com 77% travelchannel.com 76% foodnetwork.com 76% popularmechanics.com 74% latimes.com 72% reuters.com 71% Fake sites pretend to be real domains so they can get bids. If your placement reports don’t have domain and sellerID in line item detail, you are still screwed. Ads.txt has helped but only a little. https://www.linkedin.com/pulse/adstxt-zero-day- exploit-wild-brief-history-fraud-ad-fraud-historian PubA doesn’t sell on ANY of these exchanges
  5. 5. November 2019 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid for “reach.” Got 5-10 sites $1 CPM Top 10 sites = 66% of imps $5 CPM Top 10 sites = 74% of imps $0.50 CPM Top 5 sites = 100% of imps $10 CPM Top 10 sites = 71% of imps Majority of your ads ran on 5-10 sites/apps
  6. 6. November 2019 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid for fraud filters. Got taken 1. Fraud filters are no better than manual blacklists 2. In some cases it’s worse when fraud filter is ON 3. Using fraud filters adds 20 – 24% to costs; manual blacklists are free
  7. 7. November 2019 / Page 6marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid for geotargeting. Got cows 100% faked locations – in both campaigns 1. 100% mobile apps; 100% Android; same top 15 apps in both markets 2. 100% of impressions generated between 4a – 5a local time 3. 100% fake devices; 15 unique devices generated top 95% impressions 4. 100% data center traffic, randomized through residential proxies
  8. 8. November 2019 / Page 7marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid for “verified humans” Got bot “Verified Bots” “Verified Humans” Control: No Targeting +$0.25 data CPM +$0.25 data CPM “verified bots” and “verified humans” showed no difference in quality to each other – AND both were no different than the control where no targeting was used.
  9. 9. November 2019 / Page 8marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid for bids won. Ads serve? The ads didn’t even get served. Bots may not even wait till the ad is served since they already get paid for the number of bids won. From the data, in some cases up to 100% of the ads were never served. DSP says Adserver says
  10. 10. November 2019 / Page 9marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Targeted the U.S. Got France Despite having geo-targeting in place, be sure to check where your ads actually ran. Add negative- targeting for the locations that still get through.
  11. 11. November 2019 / Page 10marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Set frequency caps? Nuh-uh Despite having frequency cap set to 1 (lifetime), the data shows hundreds of impressions shown to the same device (represented by fingerprint)
  12. 12. November 2019 / Page 11marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Set pacing? blown out by 4a. Pacing turned on, but was turned off by DSP without warning, so they could fulfill more volume Pacing not turned on, so most of the impressions were blown out by 4a, leaving little for waking hours. This is not apparent if you don’t have hourly data.
  13. 13. November 2019 / Page 12marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid for viewable. By who? DEFINITIONS Intersection – portion of ad that is in the viewport of browser Visibilitystate:visible – browser not minimized, tab was active hasFocus:1 – browser is the app/program that is being used desktop only mobile web only app only hasFocus:1 2.7% 5% 0.0% 0% 0.0% 0% -hasFocus:1 52.5% 95% 29.5% 100% 15.3% 100% 55.2% 29.5% 15.3% 100.0% visibilityState:visible 39.0% 71% 28.4% 96% 12.5% 82% -visibilityState:visible 16.2% 29% 1.1% 4% 2.8% 18% 55.2% 29.5% 15.3% 100.0% intersection >50% 19.4% 35% 10.1% 34% 5.8% 38% -intersection >50% 35.8% 65% 19.4% 66% 9.5% 62% 55.2% 29.5% 15.3% 100.0% measured viewable 18% 10% 5%
  14. 14. November 2019 / Page 13marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid to skirt ad blocking. Got bots Higher ad blocking in b2b compared to b2s, more mobile in b2c B2C (Consumer) Jan 2019 EXCLUDE BOTS RAW (percent of data) percent NOT Blocked Blocked mobile 61.8% 0.4% 0.7% blocking rate desktop 27.6% 3.1% 10.2% blocking rate not measured 4.8% 97.8% 2.2% bots B2B Jan 2019 EXCLUDE BOTS RAW (percent of data) percent NOT Blocked Blocked mobile 34.5% 0.5% 1.3% blocking rate desktop 39.9% 9.0% 18.5% blocking rate not measured 7.9% 91.8% 8.2% bots
  15. 15. November 2019 / Page 14marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Paid $1 Got 60c of ads “Supporting details confirm that for every $1 the advertiser spends, only 57 – 63 cents goes towards digital media.” “mark up” “working media” “working media” “mark up”
  16. 16. November 2019 / Page 15marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Real Humans Hate Ads DEFINITIONS Click – there was a click Valid-Click – other parameters corroborate the click was real NOTES Clicks on video may be related to clicking to play the video not clicking on the ad itself (depends on the placement of the tag) DISPLAY HUMANS Click Rate Valid Click Rate 6.5% 0.9% 0.9% GIVT/SIVT Click Rate Valid Click Rate 6.6% 0.0% 0.0%
  17. 17. November 2019 / Page 16marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Excluded apps? Got rogue apps Even if you excluded mobile apps from your buy, rogue apps can load webpages and still eat up your ad budget.
  18. 18. November 2019 / Page 17marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou You measured IVT, missed all else Sites and apps that cheat may look fine in bot detection reports 1.3% + 57% = 58% bot fraud site/app fraud overall fraud bot detection sees this bot detection misses this
  19. 19. November 2019 / Page 18marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Fraud is more than just IVT $1 spent by Marketer blocked see slide 1 site/app fraud see slides 2-4 ad/user fraud see https://www.slideshare.net/augustinefou/presentations not viewable see slides 5-7 10% 30% 40% 20% • fake sites, spoofing • auto-reload/refresh • ad stacking • tag manipulation • redirect/sourced traffic • pop-ups/unders • naked/invisible ads • bots/fake users • fake devices • background load • fake apps • deviceID rotation • random deviceID • retargeting fraud • fake profiles/data • malware/adware • fake analytics • fake attribution • click injection • incentivized views • residential proxy • app is in use • tab is active • not minimized • 50% ad in viewport • misrepresented • (1s display, 2s video) 10% 70% 20% blocked fraud useless productive digital ads for Marketer
  20. 20. November 2019 / Page 19marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou “High Quality” Everything Many sources that sell traffic, followers, likes, views, etc. Choose Your “Traffic Quality Level” Instagram, Facebook, YouTube
  21. 21. November 2019 / Page 20marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou They are cleaning you out
  22. 22. November 2019 / Page 21marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Who am I? • I am a digital marketer of 23+ years • I look at analytics data every day • I audit campaigns for fraud and other bad sh*t that lowers performance • I teach clients how to spot fraud and make optimizations to improve outcomes
  23. 23. November 2019 / Page 22marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou FouAnalytics Site Analytics Media Analytics “see fou yourself” • alternative to Google Analytics • secure, hardened against attack • shows all details, no black box • innovated w/ practitioners • verify your own media/ads • secure, hardened against attack • shows details for decisioning • recommended optimizations for #publishers for #marketers

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