The "Badtech Industrial Complex" was built on "surveillance marketing" which comes from the misguided notions of the long tail, hypertargeting, and behavioral targeting. Ad tech and supporting services were designed with a singular goal - to extract as much value as possible from the digital marketing supply chain.
A new balance is required for the future of the Internet.
Data from FouAnalytics, on-site measurement and in-ad measurement was compared to DBM exchange data for 26 exchanges, 7.5 trillion impressions (30 day period) to analyze browser market share -- specifically Safari/iOS.
Findings include: 1) bots pretending to be Safari/iOS outnumber real Safari users 5 to 1, and 2) there is a 1.5X average surplus of Safari impressions available on exchanges compared to unique cookies.
why do hackers hack? of course, it's fun for them. But they hack to make tons of money with their unique skillset. How does hacking connect to ad fraud? Here are a few examples.
How many of these hidden costs were you aware of?
Without even talking about digital ad fraud, there are other costs in the digital ad supply path that eat up most of every dollar that advertisers spend in digital. There are known costs of 60 - 70% extracted by adtech middlemen.
marketers assume their digital marketing is working as expected; but if they looked more closely at analytics, they may see that some of those assumptions are not valid -- i.e. they are not getting what they thought they paid for. Take a closer look yourself.
In 2021 some marketers are still asking whether ad fraud is real and whether it is pervasive. This serves as a simple reminder of some of the evidence collected over the years.
Data from FouAnalytics, on-site measurement and in-ad measurement was compared to DBM exchange data for 26 exchanges, 7.5 trillion impressions (30 day period) to analyze browser market share -- specifically Safari/iOS.
Findings include: 1) bots pretending to be Safari/iOS outnumber real Safari users 5 to 1, and 2) there is a 1.5X average surplus of Safari impressions available on exchanges compared to unique cookies.
why do hackers hack? of course, it's fun for them. But they hack to make tons of money with their unique skillset. How does hacking connect to ad fraud? Here are a few examples.
How many of these hidden costs were you aware of?
Without even talking about digital ad fraud, there are other costs in the digital ad supply path that eat up most of every dollar that advertisers spend in digital. There are known costs of 60 - 70% extracted by adtech middlemen.
marketers assume their digital marketing is working as expected; but if they looked more closely at analytics, they may see that some of those assumptions are not valid -- i.e. they are not getting what they thought they paid for. Take a closer look yourself.
In 2021 some marketers are still asking whether ad fraud is real and whether it is pervasive. This serves as a simple reminder of some of the evidence collected over the years.
what you can't see will kill your marketing campaigns. Bot detection (also known as GIVT, IVT, NHT) catches bots. But most ad fraud is not from bots any more. Most of the fraud is missed by detection and still gets through unless you analyze the data and remove it yourself.
putting aside ad fraud for a moment, what's the elephant in the room? we're talking about your digital marketing. Do you think it is working? How do you know?
digital ad fraud is as rampant as ever; new ripples caused by privacy regulations are starting to affect the market. and more BS from trade associations pretending to be doing something
Ellen Pao was right. I have seen and documented the fake stuff since at least 2013. In digital, virtually unlimited fake accounts, fake traffic, fake users, fake ad impressions, etc. can be created. How many of the 50 slides in this deck were you familiar with?
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
Conductor C3 - Influence. Not Influencers - Rand Fishkin, SparkToroConductor
Rand Fishkin, SparkToro
The field of influencer marketing in the last five years has taken an unwise turn toward a narrow definition of “influencers,” that harms the potential of this powerful strategy. In this presentation, Rand will show the dangers of leaning exclusively on heavily-followed individuals, and offer a broader, more impactful, higher ROI path to reach the *right* customers, in the *right* places. Get ready to have myths dismantled and add new tactics to your toolbox.
Learn more about C3 at c3.conductor.com
“In addition to the ad fraud itself, bad guys make money by selling the “picks and shovels” too – e.g. bots, traffic, clicks, malware, fake apps, etc. They have an entire ecosystem to extract value. What follows are just a few examples, scratching the surface.”
Previous studies that addressed the impact of losing third party (“3P”) cookies on ad revenue did not clearly differentiate between the impact on ad tech intermediaries versus on publishers. Instead of “advertiser CPMs” (what advertisers pay) this study uses “media CPMs” (what the publishers get) to better isolate the impact of tracking vs no tracking on publishers.
Ad fraud is very bad. But no matter how big the number reported, brands often don't think it affects them -- i.e. it's someone elses' problem. Here are 3 case studies of marketers taking a look for themselves and solving ad fraud by putting in place best practices and processes to continuously monitor and reduce fraud, without using fraud detection tech.
Marketers can look in their own analytics and detailed reports to identify ad fraud and clean it up. There is little need to use 3rd party fraud detection tech that is proven to not work.
how the money flows from the advertisers through the ad tech intermediaries to longtail, fraud, and fake sites, with the help of botnets and traffic sellers
Publishers applied all sorts of ad tech to their sites and experimented with everything in an attempt to increase ad revenue. But some things didn't turn out the way they expected. In fact, some of these actions led to counterintuitive results - loss of revenue, loss of audience, lower CPMs, ad fraud, and other ills. Have you experienced any of these?
Procurement can play a crucial role in fighting ad fraud; by helping marketers to move away from easily faked quantity metrics, to real business outcome metrics. And also removing misaligned incentives - like buying ultra low cost CPM inventory.
what you can't see will kill your marketing campaigns. Bot detection (also known as GIVT, IVT, NHT) catches bots. But most ad fraud is not from bots any more. Most of the fraud is missed by detection and still gets through unless you analyze the data and remove it yourself.
putting aside ad fraud for a moment, what's the elephant in the room? we're talking about your digital marketing. Do you think it is working? How do you know?
digital ad fraud is as rampant as ever; new ripples caused by privacy regulations are starting to affect the market. and more BS from trade associations pretending to be doing something
Ellen Pao was right. I have seen and documented the fake stuff since at least 2013. In digital, virtually unlimited fake accounts, fake traffic, fake users, fake ad impressions, etc. can be created. How many of the 50 slides in this deck were you familiar with?
FouAnalytics is an alternative to Google Analytics, but with fraud and bot detection baked in. Marketers can use FouAnalytics to look at their own campaigns, find the domains and apps that are eating up their budgets fraudulently, and turn them off, while the campaign is still running. How does that compare to your blackbox fraud detection that just gives you a percent IVT number?
Conductor C3 - Influence. Not Influencers - Rand Fishkin, SparkToroConductor
Rand Fishkin, SparkToro
The field of influencer marketing in the last five years has taken an unwise turn toward a narrow definition of “influencers,” that harms the potential of this powerful strategy. In this presentation, Rand will show the dangers of leaning exclusively on heavily-followed individuals, and offer a broader, more impactful, higher ROI path to reach the *right* customers, in the *right* places. Get ready to have myths dismantled and add new tactics to your toolbox.
Learn more about C3 at c3.conductor.com
“In addition to the ad fraud itself, bad guys make money by selling the “picks and shovels” too – e.g. bots, traffic, clicks, malware, fake apps, etc. They have an entire ecosystem to extract value. What follows are just a few examples, scratching the surface.”
Previous studies that addressed the impact of losing third party (“3P”) cookies on ad revenue did not clearly differentiate between the impact on ad tech intermediaries versus on publishers. Instead of “advertiser CPMs” (what advertisers pay) this study uses “media CPMs” (what the publishers get) to better isolate the impact of tracking vs no tracking on publishers.
Ad fraud is very bad. But no matter how big the number reported, brands often don't think it affects them -- i.e. it's someone elses' problem. Here are 3 case studies of marketers taking a look for themselves and solving ad fraud by putting in place best practices and processes to continuously monitor and reduce fraud, without using fraud detection tech.
Marketers can look in their own analytics and detailed reports to identify ad fraud and clean it up. There is little need to use 3rd party fraud detection tech that is proven to not work.
how the money flows from the advertisers through the ad tech intermediaries to longtail, fraud, and fake sites, with the help of botnets and traffic sellers
Publishers applied all sorts of ad tech to their sites and experimented with everything in an attempt to increase ad revenue. But some things didn't turn out the way they expected. In fact, some of these actions led to counterintuitive results - loss of revenue, loss of audience, lower CPMs, ad fraud, and other ills. Have you experienced any of these?
Procurement can play a crucial role in fighting ad fraud; by helping marketers to move away from easily faked quantity metrics, to real business outcome metrics. And also removing misaligned incentives - like buying ultra low cost CPM inventory.
Good publishers have had to lay off journalists and other staff in an effort to survive. Ad dollars spent by marketers are not going to them but instead of siphoned off by ad tech for themselves and also into the pockets of bad guys, using ad fraud to steal ad dollars.
Go back to buying media as if it were 1995 and cut out the middlemen - the Badtech industrial Complex.
presentation on ad fraud and ad blocking, and the intersection with bots -- bots dont use ad blocking and their fraudulent activities mess up measurement and ROI
Do you think fraud detection tech works? Consider this. Bad guys are hackers. They have better tech and are always 1 step ahead of good guys trying to detect and catch them.
Here are some questions to ask of fraud detection vendors so you can tell if you are getting ripped off and if they can actually do what they claim to be doing.
AD Fraud and AD Blockers have been the biggest threat for Digital Advertising industry. The whitepaper discusses 9mediaOnline's initiatives to tackle the threats.
Ad fraud steals ad budgets and negatively impacts the class action notice industry - ads are not put in front of humans, but instead are shown to bots (software programs that load webpages). Bot don't complete claim forms; humans do.
Despite the use of fraud detection technologies, notice providers should use "best practicable" actions to verify the campaign analytics to see if ad fraud still gets through.
Digital ad fraud is not illegal because there are not laws against it yet. But it is very similar to other crimes for which there are laws -- e.g. counterfeit goods, computer crimes, etc.
Much more data and case studies included. Good advertisers and good publishers are making significant headway against fraud that impacts their own businesses. This cannot be said more generally of the broader digital advertising ecosystem where fraud remains rampant, because it is allowed to be.
what are things that performance marketers can do themselves to reduce their exposure to ad fraud? They dont need specialized verification tech; they just need to know where to look in their own analytics and what to look for. Here are some starting points.
Everyone is paying for fraud detection, but without enough technical knowledge, they don't realize the fraud detection doesn't work or is easily tricked by the bad guys. So what's worse is that the people paying for fraud detection have a false sense of security and take their eyes off of the obvious fraud that is still getting through.
There are 2 main forms of mobile fraud - display ad fraud and install fraud. This deck focuses on the far more lucrative and larger form - mobile display fraud.
Digital ad fraud continues to increase, as more ad dollars shift into digital. This is a recap of current forms of ad fraud and current techniques and technologies being used to combat it.
Good publishers are left with a small portion of the ad spend, after fraud siphons the dollars out of the ad ecosystem into the pockets of the bad guys. Once the fraud is cleaned up, a lot more ad revenue opens up for good publishers (the ones that have human audiences, and good business practices).
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
Similar to Good Publishers Will Save Digital Marketing v2019 (20)
bad guys started with fake websites, then moved to loading ads only to save time and bandwidth; now they are simply faking bid requests and flooding exchanges
The original idea of the digital media trust collaborative is was sharing threat intelligence to more quickly remove fraudulent domains and apps from media buys.
most buyers who buy in programmatic channels think they are getting enormous "reach" -- i.e. their ads are shown on many sites; but this data shows the exact opposite is true. Their ads are being shown on a small number of sites (less than 1,000); the buyers might as well have bought more direct from good publishers.
Using Google Analytics to find abnormal traffic and fraud; this is a how-to, to get hourly charts instead of daily rolled-up or averaged data, which hides the fraud.
from the IAB FY 2019 advertising revenue report, we show that CPM and CPC ads represent 92% of all digital spend; these are the favorite targets of fraudters
FouAnalytics - site analytics and media analytics for practitioners to detect fraud and take action themselves - on-site tags and in-ad tags measure sites and ad impressions, respectively
When marketers buy from good publishers and pay HIGHER CPMs, they get better outcomes and marketing efficiency, despite the higher CPM. This is because there are human audiences that visit those good publishers' sites.
More from Dr. Augustine Fou - Independent Ad Fraud Researcher (13)
APNIC Foundation, presented by Ellisha Heppner at the PNG DNS Forum 2024APNIC
Ellisha Heppner, Grant Management Lead, presented an update on APNIC Foundation to the PNG DNS Forum held from 6 to 10 May, 2024 in Port Moresby, Papua New Guinea.
2.Cellular Networks_The final stage of connectivity is achieved by segmenting...JeyaPerumal1
A cellular network, frequently referred to as a mobile network, is a type of communication system that enables wireless communication between mobile devices. The final stage of connectivity is achieved by segmenting the comprehensive service area into several compact zones, each called a cell.
Meet up Milano 14 _ Axpo Italia_ Migration from Mule3 (On-prem) to.pdfFlorence Consulting
Quattordicesimo Meetup di Milano, tenutosi a Milano il 23 Maggio 2024 dalle ore 17:00 alle ore 18:30 in presenza e da remoto.
Abbiamo parlato di come Axpo Italia S.p.A. ha ridotto il technical debt migrando le proprie APIs da Mule 3.9 a Mule 4.4 passando anche da on-premises a CloudHub 1.0.
Understanding User Behavior with Google Analytics.pdfSEO Article Boost
Unlocking the full potential of Google Analytics is crucial for understanding and optimizing your website’s performance. This guide dives deep into the essential aspects of Google Analytics, from analyzing traffic sources to understanding user demographics and tracking user engagement.
Traffic Sources Analysis:
Discover where your website traffic originates. By examining the Acquisition section, you can identify whether visitors come from organic search, paid campaigns, direct visits, social media, or referral links. This knowledge helps in refining marketing strategies and optimizing resource allocation.
User Demographics Insights:
Gain a comprehensive view of your audience by exploring demographic data in the Audience section. Understand age, gender, and interests to tailor your marketing strategies effectively. Leverage this information to create personalized content and improve user engagement and conversion rates.
Tracking User Engagement:
Learn how to measure user interaction with your site through key metrics like bounce rate, average session duration, and pages per session. Enhance user experience by analyzing engagement metrics and implementing strategies to keep visitors engaged.
Conversion Rate Optimization:
Understand the importance of conversion rates and how to track them using Google Analytics. Set up Goals, analyze conversion funnels, segment your audience, and employ A/B testing to optimize your website for higher conversions. Utilize ecommerce tracking and multi-channel funnels for a detailed view of your sales performance and marketing channel contributions.
Custom Reports and Dashboards:
Create custom reports and dashboards to visualize and interpret data relevant to your business goals. Use advanced filters, segments, and visualization options to gain deeper insights. Incorporate custom dimensions and metrics for tailored data analysis. Integrate external data sources to enrich your analytics and make well-informed decisions.
This guide is designed to help you harness the power of Google Analytics for making data-driven decisions that enhance website performance and achieve your digital marketing objectives. Whether you are looking to improve SEO, refine your social media strategy, or boost conversion rates, understanding and utilizing Google Analytics is essential for your success.
1. January 2019 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Good Publishers
Will Save Digital
January 2019
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239
2. January 2019 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
3. January 2019 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Good Publishers Don’t
Have a Fraud Problem
4. January 2019 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Local TV websites - clean
Great consistency in the data over long periods of time
5. January 2019 / Page 4marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Local radio websites - clean
Great consistency in the data over long periods of time
6. January 2019 / Page 5marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Magazine websites - clean
Great consistency in the data over long periods of time
7. January 2019 / Page 6marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Good Publishers Don’t
Have a Privacy Problem
8. January 2019 / Page 7marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
1st Party … now “badtech”
“Then” 1995 “Now” 2015
Real human audiences who
came to your site – 1st party
“badtech” trackers hidden from
user, tracking w/o consent
9. January 2019 / Page 8marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Audiences stolen by badtech
specialized audience:
oncologists
jco.ascopubs.org
specialized audience can
be targeted elsewhere
“cookie matching”
(by placing javascript on your site)
10. January 2019 / Page 9marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Badtech Tax: 60-70% extracted
Source: WFA, April 2017
Source: ANA, May 2017
11. January 2019 / Page 10marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
hypertargeting
behavioral targeting
“Badtech” harms all parties
Good Publishers
(lower revenue, CPMs)
Consumers
(privacy violations)
Advertisers
(ad fraud, no outcomes)
Badtech
Industrial
Complex
Badtech
Industrial
Complex long tail sites
12. January 2019 / Page 11marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
What Needs to Change?
13. January 2019 / Page 12marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Key points
The scourge of “surveillance marketing” must be solved
1. Consumers need “digital clothes” (Doc Searls) so they
can signal and enforce their own privacy needs
2. Publishers need to take back control, win back trust
of users, reduce dependency on current “badtech”
and grow revenues
3. Advertisers need to understand that the long tail,
hypertargeting, and behavioral targeting are all
myths that don’t drive business outcomes –
therefore, stop “surveillance marketing”
14. January 2019 / Page 13marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Scarcity … vs unlim fake ads
Infinite quantities of digital ads can be created on real or fake sites
Unlike real billboards that
people actually drive by in
the physical world …
Limitless quantities of digital
ads can be created on fake
sites that humans never visit.
15. January 2019 / Page 14marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Myth of the long tail
Most people visit sites they know most; occasionally long tail ones
“There are numerous pieces of research on how even as people
accumulate hundreds of TV channels, they only watch seven. It's rather
commonly accepted that in a sea of millions of mobile apps, most people
stick to half a dozen.” http://www.businessinsider.com/the-advertising-industry-has-been-living-a-lie-2017-10
16. January 2019 / Page 15marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Myth of Hypertargeting
After 3 parameters, the matching audience gets really tiny
Female Male
18-25 13-17 25-34 35-49 50+
1. gender
2. age range
3. geographic location
50%
10%
2%
100 params?
300 params?
Starting Audience 100%
?
?
% of AudienceTargeting parameters
17. January 2019 / Page 16marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Myth of behavioral targeting
Ad tech sold the idea of deriving intent from web history
Outdoor
enthusiast?Male? Female?
“This works on simplistic examples, like the above. But when the list of sites grows
longer and more diverse, the assumptions used to derive data points, even gender, are
going to be less and less accurate. In fact, a recent study of online identifiers determined
that over 80% of the records were designated as BOTH male and female.”
Source: Yeah, Your Data’s Screwed
18. January 2019 / Page 17marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
(2018) Lotame purges bot profiles
“[LOTAME] purged 400
million of its over 4
billion profiles after
identifying them as
bots or otherwise
fraudulent accounts.
Lotame CEO Andy
Monfried estimated
that 40 percent of all
web traffic is fictional.”
Adweek, Feb 2018
19. January 2019 / Page 18marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Chase: -99% reach, no impact
“JPMorgan had already decided
last year to oversee its own
programmatic buying operation.
Advertisements for JPMorgan
Chase were appearing on about
400,000 websites a month. [But]
only 12,000, or 3 percent, led to
activity beyond an impression.
[Then, Chase] limited its display
ads to about 5,000 websites. We
haven’t seen any deterioration on
our performance metrics,” Ms.
Lemkau said.”
“99% reduction in ‘reach’ … Same Results.”
Source: NYTimes, March 29, 2017
(because it wasn’t real, human reach)
20. January 2019 / Page 19marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
P&G: cut $200M, no impact
“Once we got transparency, it
illuminated what reality was,” said
Mr. Pritchard. P&G then took matters
into its owns hands and voted with
its dollars, he said.”
“As we all chased the Holy Grail of
digital, self-included, we were
relinquishing too much control—
blinded by shiny objects,
overwhelmed by big data, and ceding
power to algorithms,” Mr. Pritchard
said.
Source: WSJ, March 2018
21. January 2019 / Page 20marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Human audiences are
scarce and valuable
22. January 2019 / Page 21marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
You get what you pay for ...
Low CPM sources result in
higher cost per human –
like 11X the cost.
Sources of different
quality send widely
different amounts of
humans to landing pages.
23. January 2019 / Page 22marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Good Publishers vs “Badtech”
Ad Exchange Good Publisher Take-Away
Left after
Fees
60% 100% When buyers buy direct from publisher, 100%
of every dollar goes towards “working media”
Not Bots 74%
(avg NHT 26%)
97%
(avg NHT 3%)
Not bots, but doesn’t necessarily mean
humans. Buy direct from good publishers,
rather than use fraud detection tech to clean
up afterward.
Viewable 41% 91% Viewability is generally much higher in good
pubs than sites that belong to exchanges.
Not Ad
Blocked
80%
(avg 20% blocked)
100% Good publishers don’t call ads when ad is
active. This is confirmed when measuring in-ad.
Confirmed
Humans
16% 61% Good publishers have real content that real
humans want to read; so they have human
audiences. Also bots can’t make money going
there.
Productivity
of Ads
2% 54%
Buying from good publishers means your
dollar goes at least 27X further than buying
from programmatic sources. This is BEFORE
targeting and ad effectiveness.
24. January 2019 / Page 23marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Better media = better outcomes
Measure
Ads
Measure
Arrivals
Measure
Conversions
346
1743
5
156
A
B
30X more human
conversion events
• More arrivals
• Better quality
more humans (blue)
good publishers
low-cost media,
ad exchanges
25. January 2019 / Page 24marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Widely different relative quality
Campaign 1
• Blue means humans
• Red means bots Campaign 2
“increase spend on sources driving more humans
(blue); reduce spend on sources with more bots (red)”
26. January 2019 / Page 25marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Display 4
2,036 humans
human conversion rate
More humans = more outcomes
Site Traffic Conversions
8,482 818
4,216 humans
5%
human conversion rate
14,539 193
225 humans
9%
human conversion rate
2,248 23
168 humans
5%
human conversion rate
1,527 9
Display 3
Display 2
Display 1
Humans
40%
27. January 2019 / Page 26marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
How do you tell “good” from “other”?
Independent 3rd party certification provides trust and
assurance needed to distinguish good publishers from
other “sites that carry ads”
28. January 2019 / Page 27marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Never has there been a
bigger opportunity for
good publishers.
29. January 2019 / Page 28marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
How Do We Get There
from Here?
30. January 2019 / Page 29marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Roadmap
privacy violating privacy protectingneutral
SafeBrowser NetSafe
“digital clothing” for consumers
to signal their privacy policy
1. Publishers minimize
3rd party trackers -
Confiant
2. Shift impressions
from exchange back
to site - IPCPricing
3. Deploy ad server -
Revive
User Data
Exchange?
TrendMD
“if we’ve defeated
surveillance marketing,
there’d be no need”
“surveillance marketing” CustomerCommons
1. “protect users” 2. “protect publishers”
“Publishers take back control;
earn consumers trust back”
3. “win over advertisers”
31. January 2019 / Page 30marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Consumers enforce own privacy
User privacy policy versus 100s of privacy policies from 100s of sites
HIDDEN – block everything and hide me (VPN On)
PROTECTED – block everything (trackers and ads)
GREEN – block trackers, allow ads from sites I trust
OFF – allow everything (trackers and ads)
See: http://customercommons.org/
32. January 2019 / Page 31marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Good publishers protect users
42 trackers
24.3s load time
8 trackers
1.3s load time
“minimize 3rd party javascript trackers on pages”
33. January 2019 / Page 32marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Good publishers protect advertisers
On-Site measurement,
bots are still coming
In-Ad measurement, bots
and data centers filtered
11% red
-9% (filtered GIVT
and data centers)
2% red
“Filter data center traffic and not call the ads”
34. January 2019 / Page 33marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
“New Deal” – balances 3 parties
Good Publishers
(higher CPMs, revenue)
Consumers
(privacy respected)
Advertisers
(business outcomes)
35. January 2019 / Page 34marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
About the Author
36. January 2019 / Page 35marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Dr. Augustine Fou – Digital Marketer
2013
2014
Published slide decks and posts:
http://www.slideshare.net/augustinefou/presentations
https://www.linkedin.com/today/author/augustinefou
2016
2015
2017