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Piracy Sites' Ad Fraud Double Whammy by Augustine Fou

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How piracy sites rip of entertainment companies' content and then steal their ad dollars too.

Published in: Marketing
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  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT, ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Piracy Sites' Ad Fraud Double Whammy by Augustine Fou

  1. 1. February 2017 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad Fraud Double Whammy How Piracy Sites Rip Off Entertainment Brands Augustine Fou, PhD. acfou [at] mktsci.com 212. 203 . 7239
  2. 2. February 2017 / Page 1marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Ad Fraud Double-Whammy Piracy Ad Fraud They steal your content They steal your ad dollars • Display ads • Video ads • Mobile ads+
  3. 3. February 2017 / Page 2marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Example of piracy website that carries display ads • Several dozen attempts to probe and install malware and viruses • Real humans tend to visit piracy and porn sites, and they tend to click on things (click play on a movie) • Bad guys know this and use fake play buttons and links to trick user into accepting the installation of malware (defeats browser security)
  4. 4. February 2017 / Page 3marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Big piracy sites have lots of (real human) traffic • Primewire.ag appears to have a lot of traffic • Other known piracy sites have no measurable traffic, but yet they appear to be selling millions of ad impressions into ad networks • Humans find these piracy sites through search – 100% organic search traffic, no paid search (these sites don’t advertise) Source: Similarweb
  5. 5. February 2017 / Page 4marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Difference between piracy sites and other ad fraud sites Piracy Sites Ad Fraud Sites (CPM fraud) Click Fraud Sites (CPC fraud) Real humans that click (e.g. click play button) Traffic Bots: create fake ad impressions on pageload Bots: create fake searches and search clicks To attract real human users to plant malware/viruses Purpose Pirated movies and music that humans seek Content To carry display ads that can be sold into ad exchanges None; or plagiarized content assembled by algorithm To carry search ads that earn revenue share None; or plagiarized content assembled by algorithm 56 M /mo
  6. 6. February 2017 / Page 5marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Where piracy sites fit in the digital ad fraud ecosystem • Malware on humans’ PCs are used to make botnets • Real human’s cookies used for retargeting Piracy Sites Ad Fraud Sites Click Fraud Sites Specialty • Bots that cause pages and ads to load • Generating display and video ad impressions • Advanced bots that can do “human-like” things like type search term and click on CPC ad • CPM on served ads • Paid to plant malware Revenue • CPM on served ads (display, video) • CPC on clicks on search ads (search partner network) Fraud Types • Malware / Toolbar / Virus • Sourced Traffic • Fake Ad Impressions • Bot Traffic • Fake Display Ads • Fake Video Ads • All Bot Traffic • All Fake Ads • All Fake Clicks
  7. 7. February 2017 / Page 6marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou How do big brands’ ads appear on piracy sites? • Known piracy sites are not accepted into mainstream ad networks like Doubleclick • Piracy sites make revenues by serving display/video ads; they do not charge users • Piracy sites are also paid for each successful malware install on real human users • They want to earn higher, premium CPMs Motive • Big brand advertisers still pay on CPM (cost per thousand) impressions basis • They just need to cause the ad impressions to load Opportunity • Iframe ads (or entire pages) from other sites that already belong to premium ad networks; side deal to get a revenue share on premium CPM for driving traffic/imps. Means Piracy Site • Iframe of an ad (or entire webpage) from another site that is already part of an ad network. • May use additional laundering or obfuscation techniques to hide true origin of the ad load
  8. 8. February 2017 / Page 7marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou How piracy sites amplify ad revenues Piracy Site Stack hundreds of ad iframes on top of each other so each pageload causes hundreds of ad impressions. Ad Stacking A single ad call can invoke hundreds or thousands of single- pixel ad impressions – e.g. 1x1 pixels or 0x0 (hidden). Pixel Stuffing By causing an entire webpage to load within an iframe (visible or hidden) bad guys create fake traffic for sites that carry ads. iFraming Entire Webpages Load hundreds of ads on a page, constantly refresh the page or ad calls; auto-refresh/auto-play High Ad Load
  9. 9. February 2017 / Page 8marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Piracy sites provide specialized services to fraud ecosystem Because piracy sites have real human visitors, they have specialized to provide valuable services to the fraud ecosystem; and they get paid handsomely for such services. Malware/Adware (runs on PC) Toolbars / Ad Injection (in browser) Source: DoubleVerify Case Study Cookie Cloning (for retargeting) Mouse Movement Recording Image Source: BenEdelman.org Source: Forensiq • smokeybear.com • rei.com • travelandleisure.com • natgeo.com = outdoor enthusiast
  10. 10. February 2017 / Page 9marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Why big brands’ anti-fraud solutions don’t detect this fraud • Many big brands still buy digital ads on “reach and frequency” basis and want as many ad impressions as possible, for lower average cost Didn’t Look • Anti-fraud solutions that ride along with the ad (ad tag) cannot see outside its own iframe Can’t See • There are many services that help to obfuscate or “launder” the real origin of the ad impressions Obfuscated • Bad guys don’t play by any rules so they stack hundreds of ads so all of them are “above the fold” and trick viewability measurement tools Viewable • The ad impressions may even appear to be seen by a human because technologies that measure the user environment (e.g. browser version, screen resolution, OS) will detect actual human user Human AD
  11. 11. February 2017 / Page 10marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou About the Author February 2017 Augustine Fou, PhD. acfou@mktsci.com 212. 203 .7239
  12. 12. February 2017 / Page 11marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Dr. Augustine Fou – Independent Ad Fraud Researcher 2013 2014 Follow me on LinkedIn (click) and on Twitter @acfou (click) Further reading: http://www.slideshare.net/augustinefou/presentations https://www.linkedin.com/today/author/augustinefou 2016 2015
  13. 13. February 2017 / Page 12marketing.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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