Bad guys load tons o display ads per page so when bots hit those pages they generate enormous quantities of ad impressions which can be sold into ad exchanges.

1. Augustine Fou- 1 -
High Ad Load
Sites Dr. Augustine Fou
http://linkd.in/augustinefou
December 2013

2. Augustine Fou- 2 -
Suspicious Sites

3. Augustine Fou- 3 -
85 ads per page - Suspicious
http:// www.missomoms.com/entertaining/halloween-how-to

4. Augustine Fou- 4 -
49 ads per page

5. Augustine Fou- 5 -
25 blocked ads on page
25 Ads Detected on Page
site = battlecreekenquirer

6. Augustine Fou- 6 -
19 blocked ads on page
19 Ads Detected on Page
site = analyzecanceradvice .com

7. Augustine Fou- 7 -
13 blocked ads on page
13 Ads Detected on Page
Beacononlinenews .com/

8. Augustine Fou- 8 -
19 blocked ads on page
19 Ads Detected on Page
site = crn .com

9. Augustine Fou- 9 -
9 blocked ads on page
9 Ads Detected on Page
site = http://benchmarkrev iews.com/

10. Augustine Fou- 10 -
Forum Sites – ad per post

11. Augustine Fou- 11 -
More Suspicious Sites
• 10 ads reported on the page by
AdBlock Plus

12. Augustine Fou- 12 -
Suspicious Sites
• 5 ads
visible

13. Augustine Fou- 13 -
Mainstream Sites

14. Augustine Fou- 14 -
NY Times – 25 adsDo advertisers know their ads are shown next to so many others?
25 ads
per page!
Top half Bottom half

15. Augustine Fou- 15 -
Facebook 7–9 Ads /pageview
2012
2010
2011
1
2
3
4
5
6
7
8
9
Source: Facebook Display Ads | go-Digital Blog

16. Augustine Fou- 16 -
Google – 12 ads per page
1
2
3
4
5
6
7
8
9
10
11
12

17. Augustine Fou- 17 -
Related Articles
Fake YouTube Videos
By: Augustine Fou, December 2013
Fake Linkedin Profiles
By: Augustine Fou, December 2013
Fake Facebook Profiles
By: Augustine Fou, Dec 2013
Fake Twitter Accounts
By: Augustine Fou, August 2013
Augustine Fou- 17 -
Digital Ad Fraud Briefing
By: Augustine Fou December 2013
How Display Fraud Works
By: Augustine Fou, May 2013
How Click Fraud Works
By: Augustine Fou, November 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013

18. Augustine Fou- 18 -
Dr. Augustine Fou – Digital Consigliere
“Bad guys create fake websites to accomplish
a variety of different forms of fraud. My
technical experience allows me to help
clients detect and mitigate various forms of
tech enabled ad fraud and thus improve the
overall effectiveness of their marketing
spend.”
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
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou