Advertisers Can Increase ROI By Doing This Augustine Fou
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Advertisers can reduce fraud by cutting out the lowest hanging fruit first -- DONT serve ads on sites that are created solely for fraud. Blacklist them and keep updating the blacklists frequently.
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Advertisers Can Increase ROI By Doing This Augustine Fou
- 1. January 2015 / Page 0marketing.scienceconsulting group, inc. CONFIDENTIAL Advertisers can save money and improve ROI Fraud sites • All traffic/impressions from bots • No detectable human traffic • Created by template/algo • Content not human readable Don’t serve ads on fraud sites • Blacklist fraud sites – sites that are created solely for fraud • Focus ads on whitelist sites that can prove “humanness” of their users Sites that cheat • Purchased/sourced traffic created by bots • Stacked ads, auto-refresh • High ad-load, low/no viewability • Audience extension/expansion Don’t serve ads to bots • Avoid sites that “source traffic” as most of that traffic is created by bots • Use security and viewability vendors to ensure ads are viewable Premium publishers • Legitimate publishers with real content that humans engage with, interact, read and watch • They still have malicious bot traffic designed to gather cookies to commit retargeting fraud elsewhere Use premium publishers • Focus ad spend on premium publishers that have good practices and can demonstrate low levels of NHT (non-human traffic) Ways to Mitigate
- 2. January 2015 / Page 1marketing.scienceconsulting group, inc. CONFIDENTIAL comScore corroborates these findings exactly Fraud sites • All traffic/impressions from bots • No detectable human traffic • Created by template/algo • Content not human readable Don’t serve ads on fraud sites • Blacklist fraud sites – sites that are created solely for fraud • Focus ads on whitelist sites that can prove “humanness” of their users Ways to Mitigate “In our analysis of hundreds of digital ad campaigns, we found that levels of NHT can vary greatly and that a small number of the worst performing campaigns generate the lion’s share of all NHT impressions. The bottom 21 percent of campaigns contributed 75 percent of all NHT impressions.” Source: comScore Feb 4, 2015 75%21%
- 3. January 2015 / Page 2marketing.scienceconsulting group, inc. CONFIDENTIAL Dr. Augustine Fou – Ad Fraud Researcher “I advise clients and their agencies on the technical aspects of fighting digital ad fraud. Using forensic technologies and techniques I help to assess the threat and the current countermeasures in order to recommend additional steps that can be taken to combat fraud and improve ROI.” 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 acfou[at]mktsci.com | 212.203.7239