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The Billions You're Losing to Online Ad Fraud

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In this presentation at Fifteen Seconds Europe in June 2018, Samuel Scott, a marketing keynote speaker and The Promotion Fix columnist for The Drum, discusses the problem of digital ad fraud.

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The Billions You're Losing to Online Ad Fraud

  1. 1. The Billions You’re Losing to Online Ad Fraud SAMUEL SCOTT COLUMNIST, THE PROMOTION FIX – THE DRUM GLOBAL MARKETING SPEAKER #ThinkAhead18 — @samueljscott
  2. 2. The Cost of Ad Fraud Sources: The Drum / The&Partnership / m/Six
  3. 3. The Future Costs Source: WFA
  4. 4. Impressions vs. Eyeballs
  5. 5. Method #1 — Deceptive Publishers Source: WFA
  6. 6. Fraudulent Impressions Sources: YouTube; Kochava
  7. 7. Fraudulent Impressions Source: Integral Ad Science
  8. 8. Fraudulent Impressions Source: Ad Week
  9. 9. Method #2 — Bots & Click Fraud Source: HubSpot
  10. 10. Click Fraud Sources: The Drum / Bangkok Post / Thai News Agency
  11. 11. Bots Sources: The Drum
  12. 12. Bots & Click Fraud Sources: Imperva Incapsula Bot Traffic Report / Oxford BioChronometrics
  13. 13. Method #3 — Domain Spoofing Sources: GitHub / SpotX
  14. 14. Domain Spoofing Sources: DigiDay Value of stolen inventory: $1.3 million per month
  15. 15. The Mistaken Assumption Ad tech saves money by cutting out the middle-men.
  16. 16. Where Ad Tech Money Goes - The Drum
  17. 17. Read his full analysis here. Where Ad Tech Money Goes
  18. 18. Where Ad Tech Money Goes
  19. 19. Source: WFA Where Ad Tech Money Goes
  20. 20. 60% of your spend is lost before the ad even appears on the website. Where Ad Tech Money Goes
  21. 21. But only 50% of THAT spend is on ads that are “viewable.” Where Ad Tech Money Goes
  22. 22. After ad fraud, we have 16 cents left. Where Ad Tech Money Goes
  23. 23. Only 2/3 of “viewable” impressions are actually looked at by someone. Where Ad Tech Money Goes
  24. 24. 75% of the time, people don't look at online ads for one second. Where Ad Tech Money Goes
  25. 25. Where Ad Tech Money Goes
  26. 26. - Mediatel, October 2016 Where Ad Tech Money Goes 30% went to the publisher
  27. 27. The Biggest Myth in Martech Consumers want personalised advertising.
  28. 28. The Biggest Myth in Martech
  29. 29. #ThinkAhead18 @samueljscott The Biggest Myth in Martech
  30. 30. The Intercept, May 2018 The Biggest Myth in Martech @samueljscott#ThinkAhead18
  31. 31. MarketingSherpa, March 2017 The Biggest Myth in Martech
  32. 32. 2017 PageFair Adblock Report The Biggest Myth in Martech
  33. 33. 2017 PageFair Adblock Report The Biggest Myth in Martech
  34. 34. 63% use them! The Biggest Myth in Martech @samueljscott#ThinkAhead18
  35. 35. The Biggest Myth in Martech
  36. 36. 25% of people worldwide use a VPN — GlobalWebIndex in Wired magazine The Biggest Myth in Martech @samueljscott#ThinkAhead18
  37. 37. 200 million visits in August 2017 — SimilarWeb data The Biggest Myth in Martech @samueljscott#ThinkAhead18
  38. 38. Safari 11
 (Macs and iPhones) 
 Intelligent Tracking Prevention lets
 companies track people for only 24 hours after visiting a website The Biggest Myth in Martech @samueljscott#ThinkAhead18
  39. 39. 5% — PageFair research The Biggest Myth in Martech
  40. 40. - The Guardian, September 2017 The Biggest Myth in Martech
  41. 41. The Second-Biggest Myth The medium does not matter.
  42. 42. The Second-Biggest Myth
  43. 43. The Second-Biggest Myth
  44. 44. The Second-Biggest Myth
  45. 45. The Second-Biggest Myth
  46. 46. WARC, May 2018 The Second-Biggest Myth
  47. 47. The Second-Biggest Myth
  48. 48. The Second-Biggest Myth
  49. 49. The Important Thing to Remember SignalingTargeting
  50. 50. The Important Thing to Remember
  51. 51. The Future? Sources: The Drum
  52. 52. Danke! Samuel Scott Keynote Marketing Speaker
 Columnist at The Drum sjscott80@gmail.com @samueljscott Facebook and LinkedIn RSS and e-mail list #ThinkAhead18 @samueljscott

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