Traffic Quality Webinar

1. Addressing Non-Human Traffic & Providing Transparency Proprietary & Confidential. Copyright © 2014. Susan Bidel Senior Analyst, Forrester Ari Levenfeld Senior Director of Privacy & Inventory Quality, Rocket Fuel

2. Making Leaders Successful Every Day

3. Digital Advertising’s Dirty Little Secret: Fraud Susan Bidel, Senior Analyst December 2014

4. Agenda › Syphoning Revenue from the Whole Ecosystem › Lack of Transparency Facilitates Fraudulent Activity › Publishers and Advertisers Alike Need to Clean House › Recommendations © 2013 Forrester Research, Inc. Reproduction Prohibited

6. Fraud defined Fraud in digital advertising is characterized by reaping financial rewards through the deployment of technologies that mislead advertisers on where their ads are running and/or who or what is clicking and interacting with © 2013 Forrester Research, Inc. Reproduction Prohibited those ads.

7. Lost in Display “In display, it’s driven 40% $11.6 Billion in 2014 according to Solve Media 22% increase over 2013 by botnets, ad stacking, and impression laundering.” © 2013 Forrester Research, Inc. Reproduction Prohibited Kaylie Smith Rubicon Project

12. Video Appeals to Fraudsters The quality of supply isn’t great, since it’s more expensive to create. So CPMs are higher against this limited supply, making video a © 2013 Forrester Research, Inc. Reproduction Prohibited better target. Steve Sullivan Vice President Ad Technologies IAB “ “

17. Marketer Responsibility › Stop seeking bottom dollar deals › Require complete transparency about where ads are running › Consider other measures of success beyond the click © 2013 Forrester Research, Inc. Reproduction Prohibited

19. Embrace Transparency › Marketers • Know who you’re dealing with and where your ads are running • Require completely transparent list of all sites Buyers should buy only against a white list with domain transparency. “ © 2013 Forrester Research, Inc. Reproduction Prohibited “ Larry Allen Sr. VP Development Xaxis

20. Embrace Transparency Exchanges can filter toolbars, but they also have an incentive to grow audience scale. © 2013 Forrester Research, Inc. Reproduction Prohibited “ Andrew Casale VP Strategy Casale Media

21. Embrace Transparency › Publishers • Don’t stack ads – it’s unethical • Stop compromising traffic quality to fulfill campaign requirements Publishers become over-reliant on paid traffic sources, maybe buying 50%-60% of their traffic from second-and third-tier networks…. © 2013 Forrester Research, Inc. Reproduction Prohibited “ Qasim Saifee Sr. VP Monetization Platform OpenX

23. Employ Programmatic to Fight Ad Fraud Programmatic offers unparalleled optics at the impression level to fight fraud › Insist exchanges impose quality control on buyers and sellers › Publishers: buy your own site › Marketers: be wary of CPC and CPA deal that look too good © 2013 Forrester Research, Inc. Reproduction Prohibited

24. Thank you Susan Bidel +1 212.857.0751 sbidel@forrester.com

25. Ari Levenfeld, Senior Director of Privacy and Inventory Quality ● Hired by Rocket Fuel 4 years ago specifically to address inventory quality ● 15 years of quality and policy experience ● IAB QAG certified ● Member of IAB TOGI ● IAB Anti Fraud Working Group ● MRC Invalid Traffic Working Group Proprietary & Confidential. Copyright © 2014.

27. Removing Bad Traffic at the Pre-Bid Level Currently up to 40% of traffic is discarded… 500 BILLION impressions / month And at Rocket Fuel we’ve seen 8% rise in impressions we routinely reject Proprietary & Confidential. Copyright © 2014.

30. Artificial Intelligence We have an inventory quality model - the same artificial intelligence and models we use to optimize our clients’ campaigns is also dedicated to identifying and blocking suspicious activity. Example: Millions of features, petabytes of data evaluate bid requests in less than 100 milliseconds. Proprietary & Confidential. Copyright © 2014.

31. Stuff That Doesn’t Add Up We compare data in bid requests and across impressions. When we see things that don’t make sense, we block. Example: A user who provides a different UserAgent in the bid request and in the impression. Proprietary & Confidential. Copyright © 2014.

32. Patent Pending Technology 100% certainty of what’s happening at other end of computer screen is hard. But we’ve come up with a unique CAPTCHA-like test for “humanness”, and we’re patenting it. Example: Bots Don’t Buy Things Proprietary & Confidential. Copyright © 2014.

33. Pool Resources with Industry We work publicly and behind the scenes with other ad tech companies to share data to eradicate fraud. Example: IAB Traffic of Good Intent Task Force. Proprietary & Confidential. Copyright © 2014.

36. Aiding Industry to Combat Fraud Rocket Fuel Traffic Scanner is a traffic monitoring tool giving marketers full transparency into quality of traffic across online ads and media properties with any programmatic partner. Proprietary & Confidential. Copyright © 2014. Available in 3 countries covering digital campaigns around the world

37. What Should I aim For? Rocket Fuel introduced the Quality Challenge for Digital Marketers to stay above 95% Marketers should require that their partners know and state the quality of their impressions validated and publicly reported on by an accredited 3rd party or through Traffic Scanner. Proprietary & Confidential. Copyright © 2014. Rocket Fuel’s Quality Score Traffic Scanner - 96.55% Forensiq - 96.28%

38. What Else Can I Do About This? ● Work with companies that give deeper information about bad traffic ● Stay updated on the latest that comes from industry bodies like the IAB Anti- Proprietary & Confidential. Copyright © 2014. Fraud Working Group ● Partner with companies like Rocket Fuel, who routinely remove bad traffic at the pre-bid level, have a high traffic quality score, and are constantly improving

Traffic Quality Webinar

Vous êtes en train de lire un aperçu.

Consultez-les par la suite

Traffic Quality Webinar

Plus De Contenu Connexe

Diaporamas pour vous (18)

Les utilisateurs ont également aimé (13)

Similaire à Traffic Quality Webinar (20)

Plus récents (20)