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 Marketing Strategy for Cedars Sinai Knowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (January '22), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
Let’s be honest, the past two years have been unpredictable and it has radically changed the way we market. As a result, social media continues to grow exponentially in popularity forcing companies to change the way they do business. It’s more important than ever for brands to understand shifting customer needs and find new ways to capture growth opportunities. Start the year off right and capitalize on what’s trending in 2022 for social media and digital marketing.
In this webinar we'll dive into:
- Social media trends for an exciting 2022
- New popular social media and digital marketing strategies
- Catching and keeping customer attention in the new year
Digital Marketing Strategy for Cedars Sinai Knowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Athens (January '22), worked for three months and presented a complete digital & social media marketing strategy for a brand.
Learn more about this awesome course: http://bit.ly/2SE4EFl
Let’s be honest, the past two years have been unpredictable and it has radically changed the way we market. As a result, social media continues to grow exponentially in popularity forcing companies to change the way they do business. It’s more important than ever for brands to understand shifting customer needs and find new ways to capture growth opportunities. Start the year off right and capitalize on what’s trending in 2022 for social media and digital marketing.
In this webinar we'll dive into:
- Social media trends for an exciting 2022
- New popular social media and digital marketing strategies
- Catching and keeping customer attention in the new year
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Thessaloniki (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
powerpoint presentation on history or evolution of seo(brief) for engineer and diplomchi students (*_*).
click the link given below for youtube video on fast forward highlights of making of powerpoint presentation slides on history of SEO (search engine optimization)
https://youtu.be/jcJi1Tehges
Even though influencer marketing is widely acknowledged to be the most effective yet highly affordable form of advertising, the actual return on investment is still a looming question for marketers who haven't yet worked with influencers. In this white paper, you will learn about research data and case study examples that prove the ROI of influencer marketing.
Growth Marketing Consultant in Nigeria | Adeyemi Olanrewaju (Portfolio)Content Krush
Adeyemi is a growth marketing consultant who is passionate about data-driven storytelling that endears brands to audiences.
He has worked with businesses across FinTech, IT, Cloud Computing, Human Resources, Food & Beverages, Education, Medicine, Media, and Blockchain, some of which have achieved 80% increase in visibility, 186% increase in month on month sales and revenue.
His competences include Digital Strategy, Search Engine Optimization, Paid per Click Advertising, Big Data Analysis & Visualization, Lead Generation, Sales Growth and Content Marketing.
Social Beat - ROI Driven Digital MarketingSocial Beat
Founded in 2012, Social Beat is one of India's leading digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai & Mumbai. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets. The 110-member team of digital experts offers integrated digital marketing solutions including UX, web development, social media marketing, content marketing, video production, Search Engine Optimisation, digital advertising, influencer marketing and impactful language content.
In 2017, Social Beat bagged two awards at the Social Samosa "Best Social Media Brands" and was the only agency recognised by Google India for innovation in both, Search & Display Advertising.
With focus verticals of real estate, retail, FMCG and BFSI, Social Beat has over 150 clients including TVS Motors, Mahindra Lifespaces, CavinKare, Murugappa Group, Sterling Holidays, House of Hiranandani, Brigade Group, Forum Mall, Specsmakers, Chola Finance, Casagrand, FundsIndia, Klay Schools, Mphasis, Dr. Mohan’s Diabetes Specialities Centre, Motherhood and TVS Logistics amongst many others.
In recognition of its excellent performance and contribution to the field of digital marketing, Social Beat’s co-founder Suneil Chawla was awarded the Best Digital Marketing Professional by CMO Council and the Outstanding Digital Person of the Year award at the Digital Marketing Conclave & Awards by Think Media and VIT University Business School. In 2016, Vikas Chawla was recognized as one of the Most Influential Digital Marketing Leaders by CMO Asia.
SMX West 2020 - Leveraging Structured Data for Maximum EffectAbby Hamilton
After this session, you will be able to:
1. Understand how search engines render and see your content and extract structured data to power rich experiences
2. Discover tools and resources that can help you to easily generate and test structured markup
3. Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
4. Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results
The True SEO Value of Links – Nofollow vs. Follow Link ExperimentSarah Fleming
All Digital PRs are familiar with the difficult conversation of proving the value of no-follow links. With thousands of publishers continuing to implement blanket no-follow policies, last March Google announced they would be changing their algorithm to consider no-follow links as a hint when crawling a site.
Last year, in a bid to prove just how valuable and underrated these links are, I ran an experiment by setting up two almost identical sites to show how follow and no-follow links compare. In this talk, I will outline my findings and provide insight into how you can prove the value of no-follow links to skeptics.
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?
WEBRIS: White Hat Link Building Proposal TemplateRyan Stewart
Link building is a shady business - that's why we put so much emphasis on transparency. This document contains the exact link building template proposal we use when engaging with new prospective clients.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
How to build a holistic search strategy that worksHannahIJohnson1
Far too often, SEM and SEO are managed in silos, leaving users with a disjointed search experience and causing brands to lose potential customers. SEO and SEM are complementary channels, which requires both teams to be unified in order to optimize the user experience and drive conversions.
This presentation goes over:
Educate key stakeholders about why the shift to holistic search is necessary
Evaluate your program from search query to conversion to identify areas of opportunity and growth
Understand how those elements translate to day-to-day account management
Create the plan for how your teams will work together moving forward
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.
Digital Marketing Strategy presentation for the KitKat brandKnowcrunch
Knowcrunch graduates of the Masterclass in Digital & Social Media in Thessaloniki (Sept '22), worked for three months and presented a complete digital & social media marketing strategy for the KitKat brand.
powerpoint presentation on history or evolution of seo(brief) for engineer and diplomchi students (*_*).
click the link given below for youtube video on fast forward highlights of making of powerpoint presentation slides on history of SEO (search engine optimization)
https://youtu.be/jcJi1Tehges
Even though influencer marketing is widely acknowledged to be the most effective yet highly affordable form of advertising, the actual return on investment is still a looming question for marketers who haven't yet worked with influencers. In this white paper, you will learn about research data and case study examples that prove the ROI of influencer marketing.
Growth Marketing Consultant in Nigeria | Adeyemi Olanrewaju (Portfolio)Content Krush
Adeyemi is a growth marketing consultant who is passionate about data-driven storytelling that endears brands to audiences.
He has worked with businesses across FinTech, IT, Cloud Computing, Human Resources, Food & Beverages, Education, Medicine, Media, and Blockchain, some of which have achieved 80% increase in visibility, 186% increase in month on month sales and revenue.
His competences include Digital Strategy, Search Engine Optimization, Paid per Click Advertising, Big Data Analysis & Visualization, Lead Generation, Sales Growth and Content Marketing.
Social Beat - ROI Driven Digital MarketingSocial Beat
Founded in 2012, Social Beat is one of India's leading digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai & Mumbai. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets. The 110-member team of digital experts offers integrated digital marketing solutions including UX, web development, social media marketing, content marketing, video production, Search Engine Optimisation, digital advertising, influencer marketing and impactful language content.
In 2017, Social Beat bagged two awards at the Social Samosa "Best Social Media Brands" and was the only agency recognised by Google India for innovation in both, Search & Display Advertising.
With focus verticals of real estate, retail, FMCG and BFSI, Social Beat has over 150 clients including TVS Motors, Mahindra Lifespaces, CavinKare, Murugappa Group, Sterling Holidays, House of Hiranandani, Brigade Group, Forum Mall, Specsmakers, Chola Finance, Casagrand, FundsIndia, Klay Schools, Mphasis, Dr. Mohan’s Diabetes Specialities Centre, Motherhood and TVS Logistics amongst many others.
In recognition of its excellent performance and contribution to the field of digital marketing, Social Beat’s co-founder Suneil Chawla was awarded the Best Digital Marketing Professional by CMO Council and the Outstanding Digital Person of the Year award at the Digital Marketing Conclave & Awards by Think Media and VIT University Business School. In 2016, Vikas Chawla was recognized as one of the Most Influential Digital Marketing Leaders by CMO Asia.
SMX West 2020 - Leveraging Structured Data for Maximum EffectAbby Hamilton
After this session, you will be able to:
1. Understand how search engines render and see your content and extract structured data to power rich experiences
2. Discover tools and resources that can help you to easily generate and test structured markup
3. Increase the likelihood of you content displaying as rich-results, which have been found to increase click-through rate
4. Fully realize the role semantic markup plays in determining the searcher experience and what types of schema you should use for best results
The True SEO Value of Links – Nofollow vs. Follow Link ExperimentSarah Fleming
All Digital PRs are familiar with the difficult conversation of proving the value of no-follow links. With thousands of publishers continuing to implement blanket no-follow policies, last March Google announced they would be changing their algorithm to consider no-follow links as a hint when crawling a site.
Last year, in a bid to prove just how valuable and underrated these links are, I ran an experiment by setting up two almost identical sites to show how follow and no-follow links compare. In this talk, I will outline my findings and provide insight into how you can prove the value of no-follow links to skeptics.
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?
WEBRIS: White Hat Link Building Proposal TemplateRyan Stewart
Link building is a shady business - that's why we put so much emphasis on transparency. This document contains the exact link building template proposal we use when engaging with new prospective clients.
Top Social Media Trends You Need to Know About for 2022Falcon.io
As marketers, we’ve all experienced some amazing highs, and some well, not so amazing lows. That’s why we want to discuss social media trends that you should focus on as we transition into a (promisingly) less turbulent 2022.
Incredible things are happening all over the world. Each and every one of us are getting closer and closer to a new normal that provides a mixture of both pre-pandemic and post-pandemic lifestyles. There are clear positive trends and shifts emerging, which will impact how we conduct our marketing activities in the near future. Join us to discuss how we can tackle 2022 one social media marketing trend at a time.
How to build a holistic search strategy that worksHannahIJohnson1
Far too often, SEM and SEO are managed in silos, leaving users with a disjointed search experience and causing brands to lose potential customers. SEO and SEM are complementary channels, which requires both teams to be unified in order to optimize the user experience and drive conversions.
This presentation goes over:
Educate key stakeholders about why the shift to holistic search is necessary
Evaluate your program from search query to conversion to identify areas of opportunity and growth
Understand how those elements translate to day-to-day account management
Create the plan for how your teams will work together moving forward
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.
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.
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.
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.
Many still think that ad fraud is lower in mobile. It's not lower; it's just that current fraud detection cannot detect it. Examples and case studies about the rampant fraud in mobile - betcha didn't know.
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.
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 do their own experiments to determine the effectiveness of digital ads. The best way is to go dark for a short period of time and see if there is any change to business outcomes.
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?
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.
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
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.
Similar to Mobile display fraud is rampant beyond belief (20)
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
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.
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
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.
“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.”
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.
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
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
1. Mobile Display Fraud
is Rampant Beyond Belief
June 2018
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239
2. June 2018 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Mobile is 57% of digital spend
Source: IAB Full-year 2017 Digital Advertising Report
3. June 2018 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
"Fraud in mobile advertising is more tricky than just fake
impressions, clicks, or installs. App advertisers can check
when a user actually takes an action with their app after
install to check legitimacy. The issue becomes which ad-
network supplier gets credit for delivering that install. So
attribution fraud is the major concern: where advertisers
pay ad-networks, based on attribution vendor reporting, for
installs that happened organically or by different marketing
methods." -- Shailin Dhar, Method Media Intelligence
4. June 2018 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Main forms of mobile fraud
Install FraudImpression Fraud
“fake devices installing legit
apps, get paid on CPI”
“fake or fraud apps load
display ads, get paid CPM”
Mobile display spend $25B (2017)
Source: eMarketer, April 2017
App install spend $6B (2017E)
Source: BusinessInsider, June 2016
6. June 2018 / Page 5marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Which is easiest for bad guys?
Fake Apps on
Fake Devices
Adware SDK in
Real Apps
Malware On
Real Devices
Limitation
Wait until unsuspecting
humans accidentally
downloads malware on
real mobile devices
Limitation
Wait until app developers
install SDK into their real
apps and humans to
download and use apps.
Limitation
No limits - apps are easily
cloned, and mobile
emulators are easily
“spun up” in data centers
7. June 2018 / Page 6marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Half of humans download 0 apps/mo
8. June 2018 / Page 7marketing.scienceconsulting group, inc.
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Apps’ primary revenue is ads
In-App
Advertising
App Store
Source: SensorTower
9. June 2018 / Page 8marketing.scienceconsulting group, inc.
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75% mobile revenue from games
Source: SensorTower
10. June 2018 / Page 9marketing.scienceconsulting group, inc.
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Top mobile apps by ad revenue
Top mobile apps
by ad revenue
Are entirely
different than
ones humans
spend the most
time with
11. June 2018 / Page 10marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Massive, scalable display fraud
“Judy Malware”
• 40 bad apps to load ads
• 36 million fake devices to load
bad apps that load display ads
• e.g. 30 ads per device /minute
• 30 ads per minute = 1 billion
fraud impressions per minute
“Fireball Malware”
• 250 million infected computers
• primary use = traffic for ad fraud
• 4 ads /pageview (2s load time)
• fraudulent impressions at the
rate of 30 billion per minute
Source: Forbes, May 2017 Source: Checkpoint
12. June 2018 / Page 11marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
(2015) Apps doing ad fraud
Source: BusinessInsider, July 2015
“A user downloads an app
from the official app store
— which may look
legitimate and have
hundreds of positive reviews
— which then runs in the
background, serving
hundreds of ads at a rate as
high as 20 ads per minute”
Known and documented
for years – now mobile is
majority of digital spend
13. June 2018 / Page 12marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
(2017) Handful of bad apps
1 (52% of impressions) 2 (48% of impr)
66% avg fraud
18% avg fraud
1. 9% of the apps caused 52% of impressions; 66% outright fraud
2. Remaining 91% of apps caused 48% of impressions, 18% outright fraud
• 1 billion mobile display impressions
• Nearly 1,000 apps cross referenced with SDK
Source: https://www.slideshare.net/augustinefou/mobile-display-fraud-case-study
14. June 2018 / Page 13marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Fraud apps load impressions
Source: ImpScore.io - https://www.youtube.com/watch?v=w-i-ue8fPCc
“fake apps or fraud apps (real apps that misbehave) continuously
load display ad impressions in the background, inflate revenue”
15. June 2018 / Page 14marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
App cloning, free adware SDKs
Apps are cloned
thousands of times;
some didn’t even
bother to change
the colors or cover
graphics.
Bad guys accidentally
cloned apps that
already had detection
SDK in it – from 312, to
750, to 1,330 copies.
Source: CNBC, Aug 2017
16. June 2018 / Page 15marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Fake apps from real campaigns
com.obpmirzste.ldsjpv
com.zmm.shmxvjxnsagndui
com.nqzwr.leusrmpmsq
com.rced.zcdsglptpdlwpu
com.kerms.ehlsgnc
com.cmia.iabhheltm
com.skggynmtx.tyyjnwpefvqtll
com.kgdtltnuv.hayvfhob
com.ztzsiqg.dyojlxdscxws
com.xlwuqe.ddrdhsuosbn
com.rkrhmzee.wjcoznxu
com.ebhzb.hbzvomzpcctovj
com.dxnxbgj.mkridqxviiqaogw
com.obugniljhe.fptvznqwhmcjm
com.bpo.ksuhpsdkgvbtlsw
com.rlcznwgouw.vvtexstbfttngc
com.kasbgf.sbzwtgpcbjexi
com.bprlgbl.vbze
com.zka.lzhsoueilo
com.alxsavx.mizzucnlb
com.jxknvk.lrwfdfirdzpsw
com.tvwvqbt.wbshaguqy
com.iwnxtpahcu.leyuehdwdbb
com.okf.rhvemtykfibzpxj
17. June 2018 / Page 16marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
“Naked Ad Calls” (load ad, not page)
Why load the entire webpage when you can just
load the ad (save bandwidth) and get paid?
Pass fake data
via query strings
18. June 2018 / Page 17marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Apps load webpages
“fraud apps sell traffic; use hidden webview browser to load pages”
19. June 2018 / Page 18marketing.scienceconsulting group, inc.
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Fake app traffic – real dataRepeatedly load webpages (e.g. galleries) in sequence or random
20. June 2018 / Page 19marketing.scienceconsulting group, inc.
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Apps load webpages, disguise
“fraud sites’ traffic from apps that also pass fake HTTP headers”
Source: SimilarWeb
21. June 2018 / Page 20marketing.scienceconsulting group, inc.
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Fake devices (mobile simulators)
Download and Install Apps
Launch and Interact
22. June 2018 / Page 21marketing.scienceconsulting group, inc.
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Fake mobile devices – real data
Repeated hits by same device/browser, same ip address
23. June 2018 / Page 22marketing.scienceconsulting group, inc.
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Fake devices pass fake location
Houston, TX Bozeman, MT
Fake devices declare fake locations to absorb higher ad spend
24. June 2018 / Page 23marketing.scienceconsulting group, inc.
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90-99% of geolocation bad or faked
Source: Placed, Sept 2017
Source: SafeGraph
25. June 2018 / Page 24marketing.scienceconsulting group, inc.
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Bad guys trick measurement
SDK Spoofing— code in an app that sends simulated ad
clicks and engagement signals to the attribution provider
… [to] fool an advertiser into paying for fraudulent
impressions/views.
Attribution Fraud— code that executes clicks (click
spamming, click injection) so fraudster can claim credit
for downstream conversions.
Detection Tag Blocking— fake or fraudulent apps can
selectively block fraud detection tags or manipulate
analytics data.
26. June 2018 / Page 25marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Mobile fraud is not caught
Source:
https://mumbrella.com.au/iabs-
first-australian-figures-claim-just-4-
of-digital-ads-fraudulent-429776
IAB: mobile fraud is
“almost non-existent”
“it’s NOT
non-existent”
27. June 2018 / Page 26marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Any device with chip/connectivity
Traffic cameras
turned into
botnet (Engadget,
Oct 2015)
mobile devices
webcams
connected
traffic lights
connected cars
thermostat
connected fridge
Security cams
used as 400
Gbps DDoS
botnet (Engadget,
Jun 2016)
…can be used as a bot
28. June 2018 / Page 27marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Economics of botnets explained
Source: MIT Tech Review, May 2018
“distributed denial-of-service
attacks using a network of 30,000
bots can generate around
$26,000 a month. Spam
advertising with 10,000 bots
generates around $300,000 a
month, and bank fraud with
30,000 bots can generate over
$18 million per month. But the
most profitable undertaking is
click fraud, which generates well
over $20 million a month of
profit.”
Botnets can be used
for a variety of things
29. June 2018 / Page 28marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
About the Author
Augustine Fou, PhD.
acfou [@] mktsci.com
212. 203 .7239
30. June 2018 / Page 29marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Dr. Augustine Fou – Independent Ad Fraud Researcher
2013
2014
Published slide decks and posts:
http://www.slideshare.net/augustinefou/presentations
https://www.linkedin.com/today/author/augustinefou
2016
2015
2017