Dr. Augustine Fou presents evidence of ad fraud, including blocked ads and fraudulent clicks on various websites. Highlights include examples from well-known retailers like Sears and Clorox, as well as the presence of numerous identical fraudulent sites. Fou emphasizes the importance of optimizing advertising and detecting fraud within digital marketing channels.

1. Proof Positive
Examples of Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
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Augustine Fou

2. Suspected display ad fraud
19 blocked ads on page
site = analyzecanceradvice .com
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3. Pages/Ads in Hidden iFrames
• Hidden layers or iframes
• Location of ad registeres as
“viewable” (above fold)
Source: Spider.io May 2, 2013
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4. Suspected click fraud
Sears Ad in #2 Spot
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5. Sears.com Target Page
http://www.sears.com/tvselectronics-televisions-ledtvs&50%20to%2059%20i
n._LG/b1231474483?filter=Screen
%20Size_Brand&keyword
Search=false&previousSor
t=ORIGINAL_SORT_OR
DER&viewItems=55&sid
=ISx20070515x00001d&p
sid=14x2398612&knshCri
d=3146729990&k_clickI
D=1b83b3c2-6d5b-f62913f5-00006d4661fa
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6. Big Spenders in Paid Search
Macys.com
$930k /mo
Sears.com
$1.3M /mo
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7. Exhibit 1
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8. healthsiteproductionalways.com
buy eye cream online
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9. healthsiteproductionalways.com
Olay.com ad
in #1 position
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10. Destination: Olay.com
http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm
_medium=cpc&utm_camp
aign=Olay_Search_Deskto
p_Category+Interest+Prod
uct.Phrase&utm_term=eye
%20cream&utm_content=
TZsrSzFz_eye%20cream_
p_2990456911
Click thru URL
passing fake source
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11. Exhibit 2
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12. thelifevibe.com
residential home cleaning
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13. thelifevibe.com
Clorox.com
ad in #2
position
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14. Destination: Clorox.com
http://www.clorox.com/cleani
ng-and-laundrytips/disinfecting/cold-andflu/disinfect-andprotect/?utm_source=bing&ut
m_medium=cpc&utm_term=
Cleaning+A+Home&utm_ca
mpaign=ColdFlu
Click thru
URL passing
fake source
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15. Exhibit 3
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16. analyzecanceradvice.com
$1.31 CPC
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17. analyzecanceradvice.com
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18. Cascadeclean.com
http://www.cascadecl
ean.com/us/cascade/?
utm_source=bing&ut
m_medium=cpc&ut
m_term=dishwashers
%20detergent&utm_
campaign=Cascade_
Search_Desktop_Cat
egory+Interest_7.13
&utm_content=fWX
aDoYk|d_299859231
4_e_dishwashers%2
0detergent
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19. Exhibit 4
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20. findhealthopinion.com
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21. findhealthopinion.com
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22. Swiffer.com
http://www.swiffer.c
om/?utm_source=bin
g&utm_medium=cpc
&utm_term=swiffer
&utm_campaign=Sw
iffer_Search_Deskto
p_Brand+Awareness
&utm_content=33Nx
Th34_1756411066_e
_swiffer
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23. More Bad Guy Sites
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24. More Identical Sites
http://picturesandbox.com/screengrab/grid.php
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25. Dozens of Identical Sites
1
2
6
7
3
8
4
5
9
10
11
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12
13
14
15
16
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26. Related Articles
Bad Guys Happily Rob Display Advertisers
By: Augustine Fou, July 23, 2012
Everything Fake (Display Ad Fraud, Search Click Fraud)
By: Augustine Fou, April 2013
Blacklisting vs Whitelisting
By: Augustine Fou, October 2013
Visual Proof of Click Fraud
By: Augustine Fou, November 2013
How Display Ad Fraud Works
By: Augustine Fou, May 2013
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Augustine Fou

27. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights and fast-feedback loops from
digital, we can not only target brand ads
better, but we can detect and mitigate ad
fraud and waste.”
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
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou