How bot fraud and viewability impacts ad productivity augustine fou

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Dr. Augustine Fou - Independent Ad Fraud Researcher

The top priorities in making digital ads more productive are solving bot fraud, viewability, and ad blocking. If these are not solved then only a tiny percentage of the ad impressions served are actually going to be useful - i.e. seen by humans.

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March 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou – Ad Fraud Researcher
“I advise clients and their agencies on the
technical aspects of fighting digital ad fraud.
Using forensic technologies and techniques I
help to assess the threat and the current
countermeasures in order to recommend
additional steps that can be taken to combat
fraud and improve ROI.”
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
Articles: http://linkd.in/1DvyjEW
Slideshares: http://bit.ly/augustine-fou-slideshares
Bio: http://linkd.in/augustinefou
acfou[at]mktsci.com | 212.203.7239

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Advertisers have deployed technology and relied on new industry standards to reduce wasted ad spend due to fraud and low viewability. But have those actually worked to drive up RoAS (return on ad spend)? Research data suggests that there are still high amounts of ad fraud that remains to be cleaned up and that the fake traffic, impressions, and clicks further corrupt the analytics that advertisers use to measure the success of their campaigns. Hear practical recommendations from Dr. Augustine Fou, independent cybersecurity and ad fraud researcher, on how to measure and mitigate ad fraud using high tech tools and low tech techniques.

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How bot fraud and viewability impacts ad productivity augustine fou

1. March 2015 / Page 0marketing.scienceconsulting group, inc. Dr. Augustine Fou Top priorities for increasing digital ad productivity Served ad impressions -11%Display ads -23% Video ads -52% NHT(“bots”) Sourced traffic Source: WhiteOps / ANA Dec 2014 -56.1% Display ads Source: Google Nov 2014 -36% Average NHT Viewability -56% Video ads Source: Vindico, 2013 Year In Review -80% Views Source: RealVu 2014 “1 in 5 ads are viewable” -60% Average viewability -26% Ad Block usage Source: Marketing Science 2014 -34.5% Display ads Source: PageFair 2014 AdBlocking -54% Source: comScore Jun 2013

2. March 2015 / Page 1marketing.scienceconsulting group, inc. Dr. Augustine Fou Another way to look at productivity 100 million impressions - 36% 64 million impressions - 54% 17 million impressions - 23% 29 million impressions - 41% 13 million impressions bot impressions Source: WSJ One-Third of Traffic is Bogus not-in-view Source: comScore June 2013 ad-blocked by user Source: PageFair, August 2013 not on target Source: Nielsen Sept 2014

3. March 2015 / Page 2marketing.scienceconsulting group, inc. Dr. Augustine Fou Dr. Augustine Fou – Ad Fraud Researcher “I advise clients and their agencies on the technical aspects of fighting digital ad fraud. Using forensic technologies and techniques I help to assess the threat and the current countermeasures in order to recommend additional steps that can be taken to combat fraud and improve ROI.” 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 Articles: http://linkd.in/1DvyjEW Slideshares: http://bit.ly/augustine-fou-slideshares Bio: http://linkd.in/augustinefou acfou[at]mktsci.com | 212.203.7239

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