In 2015, ad fraud was a significant issue, with predictions stating that up to 36% of online traffic was fake. A study revealed that bots accounted for substantial portions of display (11%), video (23%), and retargeted ads (19%) traffic. Recommendations to combat ad fraud include continuous monitoring, bot detection, and improving traffic sourcing transparency.

1. AdFraud
Where is AdFraud in 2015?

3. Comscore has predicted that up to 36% of
the traffic online is fake.
Huge isn’t !!

4. Executive Summary
67 percent of bot traffic observed in the study came from residential IP
addresses
Display : Bots accounted for 11 percent of all display impressions observed.
Video : Bots accounted for 23 percent of all video impressions observed.
Retargeting : Bots consumed 19 percent of retargeted ads.
Sourcing : Third-party traffic sourcing resulted in 52 percent bot fraud
White Ops, Inc, December 2014

5. Pixalate, 2013
5

6. What does AdFraud look like?
6

8. All different kind
of AdFraud
Bot fraud, bot
traffic & bot net
Ad Injection
Adware
Click farm
Cookie stuffing
Fake profiles
Fake sites

9. Bot behavior
In the first 5 days bots generate almost
80% of their impressions
50% of all bots are active for less than
5 days
Bot percentages soar in older browsers
50% of bots are still active at nights
hours
Bots act as real users. VIEWABILITY
DOES NOT ENSURE HUMANITY
WhiteOps, DoubleVerify

10. Robots act like human

11. Case study : White Ops, US market, 2014

12. How to fight against AdFraud?

13. Take action
Consider day-parting to reduce time-of-day bot percentage spikes.
Implement continuous fraud monitoring.
Use bot detection to ensure that sites are not sourcing traffic.
Pause or troubleshoot campaigns that do not meet percent-humanity targets.
Disable older browser in campaign set up.
Request transparency for sourced traffic.
Update blacklists frequently and narrowly.
Use a service such as domain detection or bot detection.

14. Use Trust Index

15. Read more about it
• http://fr.slideshare.net/Integralads/integral-ad-science-fraud-presentation
• http://fr.slideshare.net/augustinefou/state-of-digital-ad-fraud-q1-2015-
update-by-augustine-fou
• http://fr.slideshare.net/augustinefou/everything-fake-click-fraud-fake-
pages-botnets-ad-waste-reduction
• http://blog.pixalate.com/pixalate-announces-may-2015-pixalate-global-
seller-trust-index/
• https://s3.amazonaws.com/whiteops-public/WO-ANA-Baseline-Study-of-
Bot-Fraud.pdf
• http://uk.businessinsider.com/rocket-fuel-launches-traffic-scanner-2014-
11?r=US&IR=T