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"Ad Fraud: Beyond Botnets" - Jason Shaw, Integral Ad Science

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Over the past couple of years, the industry has gradually awakened to the reality of widespread bot activity defrauding advertisers and devaluing inventory. Solutions have sprung up focused on hunting down and stopping these botnets, but ad fraud does not stop there. In this presentation, Jason Shaw, head of the Integral Ad Science Anti-Fraud Lab, will explore ad fraud beyond botnets, and discuss how to prevent susceptibility in the future.

Jason Shaw, Director of Data Science, Integral Ad Science

Publié dans : Marketing
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"Ad Fraud: Beyond Botnets" - Jason Shaw, Integral Ad Science

  1. 1. BEYOND BOTNETS Clean Ads I/O | June 3, 2015
  2. 2. 1 ADVERTISING’S ORIGINAL MISSION
  3. 3. 2 WHAT IS A BOTNET?
  4. 4. 3 WHAT IS A BOTNET?
  5. 5. 4 WHAT IS A BOTNET? Common Uses •Impression fraud •Click fraud •Conversion fraud Spam Content scraping Denial of service (DDOS) Financial transactions Advertising fraud
  6. 6. 5
  7. 7. 6 ADVERTISING’S OPERATING ASSUMPTIONS
  8. 8. 7 VOLUNTEER BOTNETS
  9. 9. 8 AD STACKING WHY LOAD ONE AD WHEN YOU CAN LOAD MANY?
  10. 10. PIXEL STUFFING 9 WHY LOAD ONE SITE WHEN YOU CAN LOAD MANY?
  11. 11. 10 ADVERTISING’S OPERATING ASSUMPTIONS
  12. 12. 11 DOMAIN SPOOFING: MISDECLARATION OF URL
  13. 13. 12 DOMAIN SPOOFING: CROSS-DOMAIN EMBEDDING
  14. 14. 13 DOMAIN SPOOFING: CROSS-DOMAIN EMBEDDING Film piracy site Sleazy network Fashion site
  15. 15. 14 ADVERTISING’S OPERATING ASSUMPTIONS
  16. 16. 15 USER AGENT SPOOFING
  17. 17. 16 LOCATION FRAUD
  18. 18. 17 Is it where you were told it was? THREE QUESTIONS Is it who you were told it was? Is it a real opportunity to tell your message?
  19. 19. 18 • Operate at scale • Attack from multiple angles - Sophisticated data science - Empowered white hats - Web tech wizardry • Industry-wide protection THE INTEGRAL APPROACH
  20. 20. THANK YOU! Jason Shaw| jshaw@integralads.com

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