Ad fraud is only a part of the sum total of issues that make digital ads less effective and waste marketers' ad budgets -- i.e. reduced working media.

1. January 2019 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Fraud is more than just bots
$1 spent by Marketer
blocked
see slide 1
site/app fraud
see slides 2-4
ad/user fraud
see
https://www.slideshare.net/augustinefou/presentations
not viewable
see slides 5-7
10% 30% 40% 20%
• fake sites, spoofing
• auto-reload/refresh
• ad stacking
• tag manipulation
• redirect/sourced traffic
• pop-ups/unders
• naked/invisible ads
• bots/fake users
• fake devices
• background load
• fake apps
• deviceID rotation
• random deviceID
• retargeting fraud
• fake profiles/data
• malware/adware
• fake analytics
• fake attribution
• click injection
• incentivized views
• residential proxy
• app is in use
• tab is active
• not minimized
• 50% ad in viewport
• misrepresented
• (1s display, 2s
video)
10% 70% 20%
blocked fraud useless
productive digital ads for Marketer

2. January 2019 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Overall ad blocking – B2C, B2B
Higher ad blocking in b2b compared to b2s, more mobile in b2c
B2C (Consumer) Jan 2019 EXCLUDE BOTS
RAW (percent of data) percent
NOT Blocked Blocked
mobile 61.8% 0.4% 0.7% blocking rate
desktop 27.6% 3.1% 10.2% blocking rate
not measured 4.8%
97.8% 2.2% bots
B2B Jan 2019 EXCLUDE BOTS
RAW (percent of data) percent
NOT Blocked Blocked
mobile 34.5% 0.5% 1.3% blocking rate
desktop 39.9% 9.0% 18.5% blocking rate
not measured 7.9%
91.8% 8.2% bots

3. January 2019 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
U.S. Digital Ad Spend Distribution
$46 Search Display/Video $46
$32$39
$8
Google Search FB+Google Display$29
(outside Google/Facebook)
$100 Billion Digital SpendSource: IAB 2H 2018 Report
Source: Verisign, Q4 2016
329M
domains
est. 1 million est. 164 million
7M
apps
Source: Statista, March 2017
est. 10,000 est. 6.99 million
1% of
impressions
99% of
impressions
$10B $19B
Good Publishers “sites/apps with ads”

4. January 2019 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
$23
(outside Google/Facebook)
There’s 160X more “sites with ads”
Good Publishers “sites with ads”
Source: Verisign, Q4 2016
329M
domains
est. 164 million
“sites that carry ads”
“sites you’ve heard of”
WSJ
ESPN
NYTimes
Economist
Reuters
Elle
0.3%
no ads
carry ads
160X more
78%
programmatic
est. 1 million

5. January 2019 / Page 4marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
$23
(outside Google/Facebook)
700X more
There’s 700X more fake apps
7M
apps
Source: Statista, March 2017
6.99 million
96% “apps that carry ads”
10,000
“apps you’ve heard of”
Facebook
Spotify
Pandora
Zynga
Pokemon
YouTube
Facebook, 2015
Users use 8 – 15 apps on
their phones.
Spotify, 2016
People have 25 apps on their
phones, use 5-8 regularly
Forrester Research, May 2017
Humans “use 9 apps per day,
30 per month”
78%
programmatic

6. January 2019 / Page 5marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
1cent CPM vs All CPMs
No statistical difference between 1cent CPM inventory vs All CPMs
Exchange A, 1c CPM exclude app app only blended
hasFocus:1 4.9% 5% 0.0% 0% 4.9% 5%
-hasFocus:1 92.0% 95% 3.1% 100% 95.1% 95%
96.9% 3.1% 100.0%
visibilityState:visible 57.3% 59% 1.8% 59% 59.1% 59%
-visibilityState:visible 39.6% 41% 1.3% 41% 40.9% 41%
96.9% 3.1% 100.0%
intersection >50% 30.8% 32% 1.5% 48% 32.3% 32%
-intersection >50% 66.1% 68% 1.6% 52% 67.7% 68%
96.9% 3.1% 100.0%
viewable 0.9% 0.0% 0.9%
(excl hasFocus:1) viewable 18.8% 28.4% 19.1%
Exchange A, All CPMs exclude app app only blended
hasFocus:1 4.2% 5% 0.5% 4.8% 4.7% 5%
-hasFocus:1 84.7% 95% 10.6% 95.2% 95.3% 95%
88.9% 11.1% 100.0%
visibilityState:visible 69.9% 79% 9.6% 86.1% 79.5% 80%
-visibilityState:visible 19.0% 21% 1.5% 13.9% 20.5% 20%
88.9% 11.1% 100.0%
intersection >50% 20.1% 23% 4.2% 37.4% 24.2% 24%
-intersection >50% 68.8% 77% 7.0% 62.6% 75.8% 76%
88.9% 11.1% 100.0%
viewable 0.8% 1.5% 0.9%
(excl hasFocus:1) viewable 17.8% 32.2% 19.3%
OBSERVATIONS
• Quality is virtually identical
(dark blue and dark red similar
across both CPM ranges)
• Buying on the same exchange
appears to yield very similar
viewability whether the CPMs
were 1cent or all CPMs
• % of impressions from apps is
higher for higher average
CPMs

7. January 2019 / Page 6marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
2 Campaigns on the same DSP
Quality and viewability are consistent for campaigns on same DSP
Campaign A, All CPMs exclude app app only blended
hasFocus:1 1.1% 1% 0.7% 4.8% 1.8% 2%
-hasFocus:1 83.6% 99% 14.6% 95.2% 98.2% 98%
84.7% 15.3% 100.0%
visibilityState:visible 61.1% 72% 13.7% 89.3% 74.8% 75%
-visibilityState:visible 23.6% 28% 1.6% 10.7% 25.2% 25%
84.7% 15.3% 100.0%
intersection >50% 17.1% 20% 7.4% 48.2% 24.5% 24%
-intersection >50% 67.6% 80% 7.9% 51.8% 75.5% 76%
84.7% 15.3% 100.0%
viewable 0.2% 2.1% 0.3%
(excl hasFocus:1) viewable 14.6% 43.1% 18.3%
Campaign B, All CPMs exclude app app only blended
hasFocus:1 1.0% 1% 0.5% 2.7% 1.5% 2%
-hasFocus:1 80.8% 99% 17.7% 97.3% 98.5% 99%
81.8% 18.2% 100.0%
visibilityState:visible 57.8% 71% 12.9% 70.5% 70.6% 71%
-visibilityState:visible 24.0% 29% 5.4% 29.5% 29.4% 29%
81.8% 18.2% 100.0%
intersection >50% 11.2% 14% 5.2% 28.5% 16.4% 16%
-intersection >50% 70.6% 86% 13.0% 71.5% 83.6% 84%
81.8% 18.2% 100.0%
viewable 0.1% 0.5% 0.2%
(excl hasFocus:1) viewable 9.7% 20.1% 11.6%
OBSERVATIONS
• Quality is virtually
identical (dark blue and
dark red similar across
both campaigns)
• Buying on the same DSP
appears to yield very
similar viewability results
across campaigns
• % of impressions from
apps vs non-apps are
consistent across
campaigns

8. January 2019 / Page 7marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Exchange A vs Exchange B
Exchange A has more confirmed humans, higher quality than B
Exchange A, All CPMs exclude app app only blended
hasFocus:1 4.2% 5% 0.5% 4.8% 4.7% 5%
-hasFocus:1 84.7% 95% 10.6% 95.2% 95.3% 95%
88.9% 11.1% 100.0%
visibilityState:visible 69.9% 79% 9.6% 86.1% 79.5% 80%
-visibilityState:visible 19.0% 21% 1.5% 13.9% 20.5% 20%
88.9% 11.1% 100.0%
intersection >50% 20.1% 23% 4.2% 37.4% 24.2% 24%
-intersection >50% 68.8% 77% 7.0% 62.6% 75.8% 76%
88.9% 11.1% 100.0%
viewable 0.8% 1.5% 0.9%
(excl hasFocus:1) viewable 17.8% 32.2% 19.3%
Exchange B, All CPMs exclude app app only blended
hasFocus:1 0.4% 0% 0.0% 0.0% 0.4% 0%
-hasFocus:1 95.1% 100% 4.5% 100.0% 99.7% 100%
95.5% 4.5% 100.0%
visibilityState:visible 34.3% 36% 4.2% 92.2% 38.4% 38%
-visibilityState:visible 61.2% 64% 0.4% 7.8% 61.6% 62%
95.5% 4.5% 100.0%
intersection >50% 8.0% 8% 0.5% 10.9% 8.5% 9%
-intersection >50% 87.5% 92% 4.0% 89.1% 91.5% 91%
95.5% 4.5% 100.0%
viewable 0.0% 0.0% 0.0%
(excl hasFocus:1) viewable 3.0% 10.0% 3.3%

9. January 2019 / Page 8marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
2017 Digital Ad Productivity est.
Served ad impressions
Not NHT 74% 26% Avg NHT
“working digital media” fees, profit margin
(ad tech, middlemen)
1/3rd
2/3rd
“At the very best,
only 60 cents of
every dollar spent in
digital media
actually goes
towards ‘working
digital media’.”
“productive digital ads”
59% not viewable
35% ad blocked
Viewable 41%
Not Blocked
10%
confirmed humans 16%