Proof Positive
Examples of Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
-1-

A...
Suspected display ad fraud

19 blocked ads on page
site = analyzecanceradvice .com
-2-

Augustine Fou
Pages/Ads in Hidden iFrames
• Hidden layers or iframes
• Location of ad registeres as
“viewable” (above fold)

Source: Spi...
Suspected click fraud

Sears Ad in #2 Spot

-4-

Augustine Fou
Sears.com Target Page
http://www.sears.com/tvselectronics-televisions-ledtvs&50%20to%2059%20i
n._LG/b1231474483?filter=Scr...
Big Spenders in Paid Search
Macys.com
$930k /mo

Sears.com
$1.3M /mo
-6-

Augustine Fou
Exhibit 1

-7-

Augustine Fou
healthsiteproductionalways.com

buy eye cream online

-8-

Augustine Fou
healthsiteproductionalways.com

Olay.com ad
in #1 position

-9-

Augustine Fou
Destination: Olay.com
http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm
_medium=cpc&utm_camp
aign=Olay_Sea...
Exhibit 2

- 11 -

Augustine Fou
thelifevibe.com

residential home cleaning

- 12 -

Augustine Fou
thelifevibe.com

Clorox.com
ad in #2
position
- 13 -

Augustine Fou
Destination: Clorox.com
http://www.clorox.com/cleani
ng-and-laundrytips/disinfecting/cold-andflu/disinfect-andprotect/?utm...
Exhibit 3

- 15 -

Augustine Fou
analyzecanceradvice.com
$1.31 CPC

- 16 -

Augustine Fou
analyzecanceradvice.com

- 17 -

Augustine Fou
Cascadeclean.com
http://www.cascadecl
ean.com/us/cascade/?
utm_source=bing&ut
m_medium=cpc&ut
m_term=dishwashers
%20deterg...
Exhibit 4

- 19 -

Augustine Fou
findhealthopinion.com

- 20 -

Augustine Fou
findhealthopinion.com

- 21 -

Augustine Fou
Swiffer.com
http://www.swiffer.c
om/?utm_source=bin
g&utm_medium=cpc
&utm_term=swiffer
&utm_campaign=Sw
iffer_Search_Deskt...
More Bad Guy Sites

- 23 -

Augustine Fou
More Identical Sites
http://picturesandbox.com/screengrab/grid.php

- 24 -

Augustine Fou
Dozens of Identical Sites
1

2

6

7

3
8

4

5

9

10
11
- 25 -

12

13

14

15

16

17
Augustine Fou
Related Articles
Bad Guys Happily Rob Display Advertisers
By: Augustine Fou, July 23, 2012
Everything Fake (Display Ad Fra...
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights an...
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Proof Positive Ad Fraud Digital Forensic Analysis by Augustine Fou

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screen grabs of what bad guy sites look like and how they commit click fraud, and also impression fraud and even affiliate fraud all at the same time

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Proof Positive Ad Fraud Digital Forensic Analysis by Augustine Fou

  1. 1. Proof Positive Examples of Ad Fraud Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com November 2013 -1- Augustine Fou
  2. 2. Suspected display ad fraud 19 blocked ads on page site = analyzecanceradvice .com -2- Augustine Fou
  3. 3. Pages/Ads in Hidden iFrames • Hidden layers or iframes • Location of ad registeres as “viewable” (above fold) Source: Spider.io May 2, 2013 -3- Augustine Fou
  4. 4. Suspected click fraud Sears Ad in #2 Spot -4- Augustine Fou
  5. 5. Sears.com Target Page http://www.sears.com/tvselectronics-televisions-ledtvs&50%20to%2059%20i n._LG/b1231474483?filter=Screen %20Size_Brand&keyword Search=false&previousSor t=ORIGINAL_SORT_OR DER&viewItems=55&sid =ISx20070515x00001d&p sid=14x2398612&knshCri d=3146729990&k_clickI D=1b83b3c2-6d5b-f62913f5-00006d4661fa -5- Augustine Fou
  6. 6. Big Spenders in Paid Search Macys.com $930k /mo Sears.com $1.3M /mo -6- Augustine Fou
  7. 7. Exhibit 1 -7- Augustine Fou
  8. 8. healthsiteproductionalways.com buy eye cream online -8- Augustine Fou
  9. 9. healthsiteproductionalways.com Olay.com ad in #1 position -9- Augustine Fou
  10. 10. Destination: Olay.com http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm _medium=cpc&utm_camp aign=Olay_Search_Deskto p_Category+Interest+Prod uct.Phrase&utm_term=eye %20cream&utm_content= TZsrSzFz_eye%20cream_ p_2990456911 Click thru URL passing fake source - 10 - Augustine Fou
  11. 11. Exhibit 2 - 11 - Augustine Fou
  12. 12. thelifevibe.com residential home cleaning - 12 - Augustine Fou
  13. 13. thelifevibe.com Clorox.com ad in #2 position - 13 - Augustine Fou
  14. 14. Destination: Clorox.com http://www.clorox.com/cleani ng-and-laundrytips/disinfecting/cold-andflu/disinfect-andprotect/?utm_source=bing&ut m_medium=cpc&utm_term= Cleaning+A+Home&utm_ca mpaign=ColdFlu Click thru URL passing fake source - 14 - Augustine Fou
  15. 15. Exhibit 3 - 15 - Augustine Fou
  16. 16. analyzecanceradvice.com $1.31 CPC - 16 - Augustine Fou
  17. 17. analyzecanceradvice.com - 17 - Augustine Fou
  18. 18. Cascadeclean.com http://www.cascadecl ean.com/us/cascade/? utm_source=bing&ut m_medium=cpc&ut m_term=dishwashers %20detergent&utm_ campaign=Cascade_ Search_Desktop_Cat egory+Interest_7.13 &utm_content=fWX aDoYk|d_299859231 4_e_dishwashers%2 0detergent - 18 - Augustine Fou
  19. 19. Exhibit 4 - 19 - Augustine Fou
  20. 20. findhealthopinion.com - 20 - Augustine Fou
  21. 21. findhealthopinion.com - 21 - Augustine Fou
  22. 22. Swiffer.com http://www.swiffer.c om/?utm_source=bin g&utm_medium=cpc &utm_term=swiffer &utm_campaign=Sw iffer_Search_Deskto p_Brand+Awareness &utm_content=33Nx Th34_1756411066_e _swiffer - 22 - Augustine Fou
  23. 23. More Bad Guy Sites - 23 - Augustine Fou
  24. 24. More Identical Sites http://picturesandbox.com/screengrab/grid.php - 24 - Augustine Fou
  25. 25. Dozens of Identical Sites 1 2 6 7 3 8 4 5 9 10 11 - 25 - 12 13 14 15 16 17 Augustine Fou
  26. 26. Related Articles Bad Guys Happily Rob Display Advertisers By: Augustine Fou, July 23, 2012 Everything Fake (Display Ad Fraud, Search Click Fraud) By: Augustine Fou, April 2013 Blacklisting vs Whitelisting By: Augustine Fou, October 2013 Visual Proof of Click Fraud By: Augustine Fou, November 2013 How Display Ad Fraud Works By: Augustine Fou, May 2013 - 26 - Augustine Fou
  27. 27. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can detect and mitigate ad fraud and waste.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 27 - @acfou Augustine Fou

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