Identify and Fight Fraudulent Impressions, Clicks, and Leads

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According to recent studies, fraudulent and non-human activity account for more than 60% of all web traffic, 36% of impressions and up to 30% of all leads. Fraudsters are growing ever more sophisticated making detecting and preventing fraud increasingly difficult. Fortunately marketers have the power to stop fraud and its effect it on their business. Watch industry leaders, including noted AdExchanger researcher Joanna O'Connell, explain the new realities of digital media management.

Webinar
TUESDAY, JULY 22, 1PM EDT (10am PDT)
Identify and Fight Fraudulent
Impressions, Clicks, & Leads
SPEAKERS
Joanna O’Connell, Director of Research, AdExchanger
David Sendroff, CEO, Forensiq
Ross Shanken, Founder and CEO, LeadiD

Tips for Attendees
• Audio problems? Use the “Chat” window to
request a dial-in number.
• Use the “Chat” box to ask a question.
• A recording of the webinar will be distributed
to attendees.
Confidential and Proprietary

Today’s Speakers
David Sendroff
CEO
Forensiq
Joanna O’Connell
Director of Research
AdExchanger
Ross Shanken
Founder and CEO
LeadiD
Confidential and Proprietary

• The Programmatic Revolution
• Identifying fraudulent activity
• Taking action against fraud
• Questions
Agenda

The Programmatic Revolution
Joanna O’Connell
Director of Research
AdExchanger
Confidential and Proprietary

Identifying Fraudulent Activity
David Sendroff
CEO
Forensiq
Confidential and Proprietary

Taking Action Against Fraud
Ross Shanken
Founder and CEO
LeadiD
Confidential and Proprietary

About LeadiD
• Founded in 2011
• Customer acquisition intelligence platform
• Neutral arbiter of digital transactions
• Common data currency for marketers
• Trust, transparency, action
Confidential and Proprietary

What is fraud?
Interaction between two or more parties
in which someone is
misled.
Confidential and Proprietary

The many flavors of fraud
•Fresh lead?
•False return?
•Valid information?
•Exclusive?
•True intent?
•Human-generated?
Confidential and Proprietary

In confronting fraud,
marketers feel a lot like
Confidential and Proprietary
this.

Taking action against fraud is
increasingly
• Possible
• Easy
• Essential
Confidential and Proprietary

ACTION
Confidential and Proprietary
Policing
Taking
Preventing
Two strategies for

Policing Fraud
• Commercial disincentive
• Damage is done
• Ineffective
- Easy to eliminate direct relationship
- Much harder to eliminate the indirect
Confidential and Proprietary

Preventing Fraud
• Neutral party at consumer event
• Alerts of trouble before transaction
• Supports
- Optimized media spend
- Efficient sales follow-up
- Higher ROI on customer acquisition efforts
Confidential and Proprietary

LeadiD Fraud Detection
1st- AND 3rd-PARTY APPLICATIONS
• Access fraud risk details
- Risk classification
- Risk score
- Reason codes
• Take action in real time
Install
Confidential and Proprietary

LeadiD Fraud Detection
Confidential and Proprietary

A Primer for Success
Right Question Right Action
Confidential and Proprietary

The Wrong Question
• What’s real? What’s fake?
• Ecosystem isn’t black-and-white
• Marketers struggle to make it such
Confidential and Proprietary

The Right Question
• What represents acceptable risk?
• Answer in measurable terms
- Lead Duration greater than 3 minutes?
- Risk Score less than 50?
- Leads threshold from device? IP address?
Confidential and Proprietary

The Right Action
• Not always accept or reject
• Better alternatives
- Prioritize your lowest risk leads
- Reroute riskier leads for additional scrutiny
- Pay inversely for risk
- Adjust media spend
Confidential and Proprietary

EAST NEW YORK
BOOTH NUMBER
AUGUST 14-15th
405 *Use code LEADID for $350 off Full Conference pass

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1. Webinar TUESDAY, JULY 22, 1PM EDT (10am PDT) Identify and Fight Fraudulent Impressions, Clicks, & Leads SPEAKERS Joanna O’Connell, Director of Research, AdExchanger David Sendroff, CEO, Forensiq Ross Shanken, Founder and CEO, LeadiD

2. Tips for Attendees • Audio problems? Use the “Chat” window to request a dial-in number. • Use the “Chat” box to ask a question. • A recording of the webinar will be distributed to attendees. Confidential and Proprietary

3. Today’s Speakers David Sendroff CEO Forensiq Joanna O’Connell Director of Research AdExchanger Ross Shanken Founder and CEO LeadiD Confidential and Proprietary

4. • The Programmatic Revolution • Identifying fraudulent activity • Taking action against fraud • Questions Agenda

5. The Programmatic Revolution Joanna O’Connell Director of Research AdExchanger Confidential and Proprietary

6. Identifying Fraudulent Activity David Sendroff CEO Forensiq Confidential and Proprietary

7. Taking Action Against Fraud Ross Shanken Founder and CEO LeadiD Confidential and Proprietary

8. About LeadiD • Founded in 2011 • Customer acquisition intelligence platform • Neutral arbiter of digital transactions • Common data currency for marketers • Trust, transparency, action Confidential and Proprietary

9. What is fraud? Interaction between two or more parties in which someone is misled. Confidential and Proprietary

10. The many flavors of fraud •Fresh lead? •False return? •Valid information? •Exclusive? •True intent? •Human-generated? Confidential and Proprietary

11. In confronting fraud, marketers feel a lot like Confidential and Proprietary this.

12. Taking action against fraud is increasingly • Possible • Easy • Essential Confidential and Proprietary

13. ACTION Confidential and Proprietary Policing Taking Preventing Two strategies for

14. Policing Fraud • Commercial disincentive • Damage is done • Ineffective - Easy to eliminate direct relationship - Much harder to eliminate the indirect Confidential and Proprietary

15. Preventing Fraud • Neutral party at consumer event • Alerts of trouble before transaction • Supports - Optimized media spend - Efficient sales follow-up - Higher ROI on customer acquisition efforts Confidential and Proprietary

16. LeadiD Fraud Detection 1st- AND 3rd-PARTY APPLICATIONS • Access fraud risk details - Risk classification - Risk score - Reason codes • Take action in real time Install Confidential and Proprietary

17. LeadiD Fraud Detection Confidential and Proprietary

18. A Primer for Success Right Question Right Action Confidential and Proprietary

19. The Wrong Question • What’s real? What’s fake? • Ecosystem isn’t black-and-white • Marketers struggle to make it such Confidential and Proprietary

20. The Right Question • What represents acceptable risk? • Answer in measurable terms - Lead Duration greater than 3 minutes? - Risk Score less than 50? - Leads threshold from device? IP address? Confidential and Proprietary

21. The Right Action • Not always accept or reject • Better alternatives - Prioritize your lowest risk leads - Reroute riskier leads for additional scrutiny - Pay inversely for risk - Adjust media spend Confidential and Proprietary

22. EAST NEW YORK BOOTH NUMBER AUGUST 14-15th 405 *Use code LEADID for $350 off Full Conference pass

23. Questions

24. Thank you

Identify and Fight Fraudulent Impressions, Clicks, and Leads

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