What Display Ad Fraud Looks Like by Augustine Fou 2014


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Display ad fraud is easy to commit by bad guys who put up websites, load tons of ads on each page, and then repeatedly load the pages to generate ad impressions. They call this ad inventory that they sell into the ad networks.

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What Display Ad Fraud Looks Like by Augustine Fou 2014

  1. 1. Augustine Fou- 1 - What Display Fraud Looks Like Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
  2. 2. Augustine Fou- 2 - 19 blocked ads on page Bad Guys Put Up Sites site = analyzecanceradvice .com site = missomoms.com
  3. 3. Augustine Fou- 3 - Load Tons of Ads on Pages http://interiorcom plex.com/ http://modernbab y.com/
  4. 4. Augustine Fou- 4 - Load Ads in Hidden iFrames Augustine Fou- 4 - Source: Spider.io May 2, 2013 Ads are hidden in up to 72 layers Entire web pages are loaded into ad iframes to boost impressions Multiple redirects and auto page refreshes
  5. 5. Augustine Fou- 5 - Fake their “Viewability” Augustine Fou- 5 - Source: Spider.io May 2, 2013 Ads are above the fold of the page But their pixel opacity can be set to zero (invisible) Entire web pages stuffed into ad iframe; ads counted as viewable
  6. 6. Augustine Fou- 6 - Use Bots to Load the Pages Source: Wired Source: Google Digital Attack Map
  7. 7. Augustine Fou- 7 - Sell Impressions on Exchanges “Modernbaby.com and Interiorcomplex.com Each of these sites peddles enormous traffic on the exchanges. For example, on a recent day Modern Baby was offering 19 million impressions via one exchange (quite the baby boom) and Interior Complex 30 million [ad impressions PER DAY] (the roaring housing market must be back).” Source: Adweek – Suspicious Web Domains Cost Online Ad Business $400m per Year By Mike Shields
  8. 8. Augustine Fou- 8 - Where Fake Impressions Come From Source: Integral Ad Science, via BusinessWeek Nov 26, 2013 Ad exchanges are particularly prone to fraud because shady sites sell enormous quantities “ad impression inventory” into the exchanges for re-sale.
  9. 9. Augustine Fou- 9 - 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.” 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
  10. 10. Augustine Fou- 10 - Related Articles Augustine Fou- 10 - http://www.slideshare.net/augustinefou/viewability-of-display-ads-2014-by- augustine-fou http://www.slideshare.net/augustinefou/display-ad-pricing-cpm-q3-2013- augustine-fou http://www.slideshare.net/augustinefou/ad-blocking-impact-on-digital- advertising-by-augustine-fou-2014 http://www.slideshare.net/augustinefou/viewability-of-tv-ads-vs-digital-ads- 2014-by-augustine-fou http://www.slideshare.net/augustinefou/digital-ad-spending-by-industry- augustine-fou-2014