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"Ad Fraud: Beyond Botnets" - Jason Shaw, Integral Ad Science
This document discusses botnets and various forms of advertising fraud they enable, such as impression fraud, click fraud, and conversion fraud. It describes how botnets are commonly used for spam, scraping content, and denial of service attacks. The document then explains specific fraudulent advertising techniques like ad stacking, pixel stuffing, domain spoofing, user agent spoofing, and location fraud that botnets perform. It concludes by advocating for an integral industry-wide approach using data science, security experts, and technology to detect and prevent advertising fraud at scale from all angles.
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"Ad Fraud: Beyond Botnets" - Jason Shaw, Integral Ad Science
- 1. BEYOND BOTNETS Clean AdsI/O | June 3, 2015
- 2.
- 3. 2 WHAT IS ABOTNET?
- 4. 3 WHAT IS ABOTNET?
- 5. 4 WHAT IS ABOTNET? Common Uses •Impression fraud •Click fraud •Conversion fraud Spam Content scraping Denial of service (DDOS) Financial transactions Advertising fraud
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- 9. 8 AD STACKING WHY LOADONE AD WHEN YOU CAN LOAD MANY?
- 10. PIXEL STUFFING 9 WHY LOADONE SITE WHEN YOU CAN LOAD MANY?
- 11.
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- 13. 12 DOMAIN SPOOFING: CROSS-DOMAINEMBEDDING
- 14. 13 DOMAIN SPOOFING: CROSS-DOMAINEMBEDDING Film piracy site Sleazy network Fashion site
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- 18. 17 Is it where youwere told it was? THREE QUESTIONS Is it who you were told it was? Is it a real opportunity to tell your message?
- 19. 18 • Operate atscale • Attack from multiple angles - Sophisticated data science - Empowered white hats - Web tech wizardry • Industry-wide protection THE INTEGRAL APPROACH
- 20. THANK YOU! Jason Shaw|jshaw@integralads.com
Editor's Notes
- #4 Bot: computer operating under the control of someone other than its owner Owner is usually unaware Botnet: collection of bots leveraged for a common purpose by one “master”
- #5 Bot: computer operating under the control of someone other than its owner Owner is usually unaware Botnet: collection of bots leveraged for a common purpose by one “master”
- #6 Not just being unviewable Most ads aren’t seen anyway Not because it’s malware Offensive, perhaps, but that’s not the harm You are purchasing a lie Implicit claim: If you place your ad here, you may influence a potential customer. Truth: With no human present, there is no chance of this.
- #7 Not just being unviewable Most ads aren’t seen anyway Not because it’s malware Offensive, perhaps, but that’s not the harm You are purchasing a lie Implicit claim: If you place your ad here, you may influence a potential customer. Truth: With no human present, there is no chance of this.
- #9 Sign up, download, and run Typically sites without significant organic traffic See also: abuse of incentive programs
- #11 Why load one site when you can load ten?! Typicall y brand-unsafe sites looking to monetize significant organic traffic
- #13 Declaration of bid URL other than the real one Not only fraudulent, but brand safety concern
- #17 Sent in HTTP request header Identifies OS, browser, etc. May be modified by the user
- #18 Mobile app impressions garner higher CPMs when accompanied by lat/long data In absence of user’s permission to obtain it, make it up! Users seeking to interfere with IP-based geolocation use proxy servers or VPN services
- #20 Scale: 4 billion impressions in the browser daily Consumption: integrations across the buy and sell sides