Forensic Auditing of Digital Media.pdf
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Techniques to verify your digital media with or without specialized tools.
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Forensic Auditing of Digital Media.pdf
- 1. April 2022 / Page 0 FouAnalytics.com Forensic Auditing of Digital Media April 2022 Augustine Fou, PhD. acfou@mktsci.com TM “see fou yourself ® ” with FouAnalytics
- 2. April 2022 / Page 1 FouAnalytics.com Quantity
- 3. April 2022 / Page 2 FouAnalytics.com Quantities Purchased • Most marketers pay on bids won • Compare the reports on bids won (DSP report) to the reports on ads served (Ad Server report) to see drop-offs • Compare ads served to ads displayed on screen (FouAnalytics tag is required)
- 4. April 2022 / Page 3 FouAnalytics.com Drop-offs: bids won, ads served You paid for the bids won; did the ads serve? Did you get the right amount? 814,433 548,509 546,225 -33% bids won ads served ads displayed DSP report ad server report FouAnalytics in-ad data
- 5. April 2022 / Page 4 FouAnalytics.com Drop-offs: bids won, ads served You paid for the bids won; did the ads serve? Did you get the right amount? 1 million 931,000 745,514 -25% bids won ads served ads displayed DSP report ad server report FouAnalytics in-ad data
- 6. April 2022 / Page 5 FouAnalytics.com Accuracy
- 7. April 2022 / Page 6 FouAnalytics.com Basic Accuracy of Delivery • Did the ads deliver in the right country, region, that was specified in the campaign set up? • Did the right sizes of ads get served? • Were frequency caps enforced?
- 8. April 2022 / Page 7 FouAnalytics.com Basic Accuracy • Leakage to other countries • Add negative targeting • Standard ad sizes seen • Errors and non- standard sizes seen • Frequency caps not enforced in some cases
- 9. April 2022 / Page 8 FouAnalytics.com Delivery
- 10. April 2022 / Page 9 FouAnalytics.com Where/When Did Ads Serve • When did the ads serve? If you don’t have hourly data you can’t see that most of your ads were used up between midnight and 4a • Set day-parting to prevent waste overnight • What was your “reach”? How many sites did your ads go to? Did you achieve the reach you thought you would get?
- 11. April 2022 / Page 10 FouAnalytics.com When did the ads serve? • Ads served right after midnight • Most ad impressions used up before 4am • Ads served right after midnight • Ads went to large variety of bad apps
- 12. April 2022 / Page 11 FouAnalytics.com How many sites did ads reach? 97 domains 133 domains 175 domains 182 domains
- 13. April 2022 / Page 12 FouAnalytics.com How many sites did ads reach? 22 domains 23 domains 6 domains 47 domains
- 14. April 2022 / Page 13 FouAnalytics.com Super high win rates • Normal “win rates” (impressions won / bids) are in the 10% range • Super high win rates are a sign of fraudulent site or app
- 15. April 2022 / Page 14 FouAnalytics.com Quality
- 16. April 2022 / Page 15 FouAnalytics.com Quality of the ads • Were the ads served on good sites (good contexts)? • Were ads served to humans or bots? • Were ads viewable (opportunity to be seen)?
- 17. April 2022 / Page 16 FouAnalytics.com Ads served to lotto, casino Ads served to highly suspicious casino, gambling, crime, lotto, scratch off mobile apps
- 18. April 2022 / Page 17 FouAnalytics.com Ads served to bots, no data • Bots and other fraud are marked dark red • White means not measurable or no data (do you still want to buy that?)
- 19. April 2022 / Page 18 FouAnalytics.com Were ads viewable? • Viewable means the ad was in the visible portion of the browser • Viewable-MRC means viewable, plus 1 second requirement