What Can't Bots Do in Digital Advertising Research by Augustine Fou


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Bots can generate web pages, load pages to generate ad impressions, type keywords to load search ads, and click on search ads. They are used in all sorts of ways to commit digital ad fraud. Understanding what they are able to do and how they do it is a first step in mitigating the bot apocalypse in digital advertising.

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What Can't Bots Do in Digital Advertising Research by Augustine Fou

  1. 1. Augustine Fou- 1 - What Can’t Bots Do? Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com July 2014
  2. 2. Augustine Fou- 2 - Bots Talk to Customers “In the mid-1960s, MIT professor Joseph Weizenbaum developed a computer program called ELIZA, which could engage in open-ended conversation with a real human being. Over time these chat bots have gotten better and better at interacting with humans, mostly because programmers have loaded them up with knowledge about the real world. They can also learn from their conversations, becoming ever more skilled at fooling us into thinking that they, too, are intelligent.” Source: WSJ July 28, 2014
  3. 3. Augustine Fou- 3 - Bots Make Web Pages Characteristics • Auto-generated by bots, stuffed with search keywords • To attract organic search traffic • Not human readable (low instance of natural phrases) • Stuffed with affiliate links and display ads
  4. 4. Augustine Fou- 4 - Bots Make Ad Impressions http://interiorcom plex.com/ http://modernbab y.com/
  5. 5. Augustine Fou- 5 - Bots Type Search Term buy eye cream online healthsiteproduc tionalways.com
  6. 6. Augustine Fou- 6 - Bots Click Search Ad Olay.com ad in #1 position
  7. 7. Augustine Fou- 7 - Bots Drain Ad Budgets “Using a combination of custom software and hands- on customer service, GoodGoogle promises clients the ability to block the appearance of competitors’ ads, by draining their ad budgets.” Source: Krebs on Security, July 2014
  8. 8. Augustine Fou- 8 - Bots Write Wikipedia Mr. Johansson's program scrubs databases and other digital sources for information, and then packages it into an article. On a good day, he says his "Lsjbot" creates up to 10,000 new entries (PER DAY) Source: WSJ July 2014
  9. 9. Augustine Fou- 9 - Bots Make Facebook Profiles Using plagiarized images and content
  10. 10. Augustine Fou- 10 - Bots Write News “More news is being written by robots than you think.” Souce: Singularity Hub March 2014
  11. 11. Augustine Fou- 11 - Results Speak Loudly Source: Google Fighting Spam Source: Google Malware Report
  12. 12. Augustine Fou- 12 - Dr. Augustine Fou – Digital Consigliere “I research ad fraud so I can advise clients on how to detect and mitigate it. This has the most direct mpact on the ROI of their digital marketing programs (i.e. Reducing ad waste due to fraud).” 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: https://www.linkedin.com/today/author/84444-augustinefou
  13. 13. Augustine Fou- 13 - Related Articles Augustine Fou- 13 - http://www.slideshare.net/augustinefou/how-click-fraud-search-ad-fraud- works-analysis-by-augustine-fou http://www.slideshare.net/augustinefou/proof-positive-click-fraud- impacting-retailers-by-augustine-fou http://www.slideshare.net/augustinefou/proof-positive-click-fraud-sites- investigation-by-augustine-fou http://www.slideshare.net/augustinefou/ad-fraud-estimates-by-augustine-fou- technical-forensics-32293935 http://www.slideshare.net/augustinefou/fake-traffic-site-examples-2014- augustine-fou