SlideShare une entreprise Scribd logo
1  sur  14
Suspect Site Traffic &

Gray-hat Techniques
Dr. Augustine Fou
October 2013
-1-

Augustine Fou
Large Changes in Traffic

Source: Quantcast

-2-

Source: Compete

Augustine Fou
Traffic Firehose On/Off
Source: Alexa

Legit human traffic does not change rapidly; but bot traffic
(firehose) can be rapidly turned off and directed to other sites.
-3-

Augustine Fou
Sell Fake Impressions
“Modernbaby.com and Interiorcomplex.com
Each of these sites peddles enormous traffic on the
exchanges. For example, on a recent day Modern Baby was
offering 19 million impressions via one exchange (quite the
baby boom) and Interior Complex 30 million [ad
impressions PER DAY] (the roaring housing market must be
back).” Source: Adweek – Suspicious Web Domains Cost Online Ad Business $400m per Year

Peak unique users
141k per month

-4-

Peak unique users
115k per moth

Augustine Fou
gamemazing.com
Source: Alexa

Source: Google Trends

• No search volume to support the traffic (human users find sites via search)
• Such a dramatic drop in traffic is unusual for humans (looks like bot traffic
spigot was „turned off‟ when they were discovered)
-5-

Augustine Fou
menshealthbase.com
Source: Alexa

Source: Compete

• Compete can only detect 100k/mo users (because it has a toolbar
component, it is less easy to game than the comScore tag)
• Alexa traffic volume is almost not detectable, search is 0.90% of traffic;
normal sites visited by humans should have a far higher ratio of search
-6-

Augustine Fou
Families of Fraud Sites

6.6 million sites
with several identical
site address linking in
-7-

Augustine Fou
Every Click Loads More Ads
A fresh set of
ads load for
each click to
view another
page or
image in a
list of things

-8-

Augustine Fou
Search Doesn‟t Support Traffic
DreamMining.com
search interest

Source: Quantcast

-9-

Augustine Fou
More Traffic Not Supported by Search
Glam.com
Evidence of traffic “juicing” not
caused by increase in search (i.e.
real humans looking for it)

Source: Alexa

- 10 -

Source: Google Trends

Augustine Fou
More Traffic Not Supported by Search
Source: Quantcast

CollegeHumor.com
Evidence of traffic “juicing” not
supported by increase in search
(i.e. real humans looking for it)
Source: Google Trends

- 11 -

Augustine Fou
Fake Views on YouTube

- 12 -

Augustine Fou
Related Articles
Bad Guys Happily Rob Display Advertisers
By: Augustine Fou, July 23, 2012
Everything Fake (Display Ad Fraud, Search Click Fraud)
By: Augustine Fou, April 2013
Blacklisting vs Whitelisting
By: Augustine Fou, October 2013
Fake Profiles on Facebook
By: Augustine Fou, July 2013
How Display Ad Fraud Works
By: Augustine Fou, May 2013
- 13 -

Augustine Fou
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. One
aspect of this is detecting waste and
fraud; and then taking steps to mitigate
it.”
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

- 14 -

@acfou

Augustine Fou

Contenu connexe

Similaire à What Suspect Site Traffic and Gray-hat Techniques Look Like

Search 101
Search 101Search 101
Search 101lindy23
 
How many types of traffic ( Visitors )
How many types of traffic ( Visitors ) How many types of traffic ( Visitors )
How many types of traffic ( Visitors ) Md Masum Billah
 
AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311
AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311
AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311Sharon Mostyn
 
The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...
The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...
The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...ar1815
 
The And Reverse Engineer The World Wide Web
The And Reverse Engineer The World Wide WebThe And Reverse Engineer The World Wide Web
The And Reverse Engineer The World Wide WebJessica Howard
 
Fertiltiy Solutions International Ukraine
Fertiltiy Solutions International UkraineFertiltiy Solutions International Ukraine
Fertiltiy Solutions International UkraineSurrogacy Alliance
 
Presentation to world news publishers, November 2020
Presentation to world news publishers, November 2020Presentation to world news publishers, November 2020
Presentation to world news publishers, November 2020Johnny Ryan
 
Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...
Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...
Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...Seattle Interactive Conference
 
The Guardian - Future of Advertising Summit
The Guardian - Future of Advertising Summit The Guardian - Future of Advertising Summit
The Guardian - Future of Advertising Summit Guava UK
 
Ask the expert webinar: Unchaining real user data to drive business efficiencies
Ask the expert webinar: Unchaining real user data to drive business efficienciesAsk the expert webinar: Unchaining real user data to drive business efficiencies
Ask the expert webinar: Unchaining real user data to drive business efficienciesKlaus Enzenhofer
 

Similaire à What Suspect Site Traffic and Gray-hat Techniques Look Like (20)

4As Digital Ad Fraud Webinar October 2014
4As Digital Ad Fraud Webinar October 20144As Digital Ad Fraud Webinar October 2014
4As Digital Ad Fraud Webinar October 2014
 
Digital Ad Fraud Briefing by Augustine Fou 1H 2014
Digital Ad Fraud Briefing by Augustine Fou 1H 2014Digital Ad Fraud Briefing by Augustine Fou 1H 2014
Digital Ad Fraud Briefing by Augustine Fou 1H 2014
 
Digital Ad Fraud Briefing by Augustine Fou
Digital Ad Fraud Briefing by Augustine FouDigital Ad Fraud Briefing by Augustine Fou
Digital Ad Fraud Briefing by Augustine Fou
 
Digital Marketing ROI Case Studies by Augustine Fou
Digital Marketing ROI Case Studies by Augustine FouDigital Marketing ROI Case Studies by Augustine Fou
Digital Marketing ROI Case Studies by Augustine Fou
 
Search 101
Search 101Search 101
Search 101
 
How many types of traffic ( Visitors )
How many types of traffic ( Visitors ) How many types of traffic ( Visitors )
How many types of traffic ( Visitors )
 
Proof Positive Click Fraud Impacting Retailers by Augustine Fou
Proof Positive Click Fraud Impacting Retailers by Augustine FouProof Positive Click Fraud Impacting Retailers by Augustine Fou
Proof Positive Click Fraud Impacting Retailers by Augustine Fou
 
AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311
AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311
AMA in the AM-An Analytical Approach to Web Redesign & Overhaul 022311
 
The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...
The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...
The Dark Side of Micro-Task Marketplaces: Characterizing Fiverr and Automatic...
 
The And Reverse Engineer The World Wide Web
The And Reverse Engineer The World Wide WebThe And Reverse Engineer The World Wide Web
The And Reverse Engineer The World Wide Web
 
Bwb Presentation
Bwb PresentationBwb Presentation
Bwb Presentation
 
Entire ecosystem supporting ad fraud 2018
Entire ecosystem supporting ad fraud 2018Entire ecosystem supporting ad fraud 2018
Entire ecosystem supporting ad fraud 2018
 
Fertiltiy Solutions International Ukraine
Fertiltiy Solutions International UkraineFertiltiy Solutions International Ukraine
Fertiltiy Solutions International Ukraine
 
Whole funnel thinking augustine fou 2014
Whole funnel thinking augustine fou 2014Whole funnel thinking augustine fou 2014
Whole funnel thinking augustine fou 2014
 
State of digital ad fraud 2017 by augustine fou
State of digital ad fraud 2017 by augustine fouState of digital ad fraud 2017 by augustine fou
State of digital ad fraud 2017 by augustine fou
 
Presentation to world news publishers, November 2020
Presentation to world news publishers, November 2020Presentation to world news publishers, November 2020
Presentation to world news publishers, November 2020
 
Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...
Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...
Dr. Augustine Fou - The Lowdown on Ad Fraud for Advertisers - Seattle Interac...
 
The Guardian - Future of Advertising Summit
The Guardian - Future of Advertising Summit The Guardian - Future of Advertising Summit
The Guardian - Future of Advertising Summit
 
57 Channels (And Nothing On) – Marketing Channel
57 Channels (And Nothing On) – Marketing Channel 57 Channels (And Nothing On) – Marketing Channel
57 Channels (And Nothing On) – Marketing Channel
 
Ask the expert webinar: Unchaining real user data to drive business efficiencies
Ask the expert webinar: Unchaining real user data to drive business efficienciesAsk the expert webinar: Unchaining real user data to drive business efficiencies
Ask the expert webinar: Unchaining real user data to drive business efficiencies
 

Plus de Dr. Augustine Fou - Independent Ad Fraud Researcher

Plus de Dr. Augustine Fou - Independent Ad Fraud Researcher (20)

Forensic Auditing of Digital Media.pdf
Forensic Auditing of Digital Media.pdfForensic Auditing of Digital Media.pdf
Forensic Auditing of Digital Media.pdf
 
Q1 2022 Update on ad fraud for AMM
Q1 2022 Update on ad fraud for AMMQ1 2022 Update on ad fraud for AMM
Q1 2022 Update on ad fraud for AMM
 
Ad blocking benchmarks q4 2021
Ad blocking benchmarks q4 2021Ad blocking benchmarks q4 2021
Ad blocking benchmarks q4 2021
 
Digital ad dollars trickle down chart
Digital ad dollars trickle down chartDigital ad dollars trickle down chart
Digital ad dollars trickle down chart
 
Still nothing but ad fraud 2021 dr augustine fou
Still nothing but ad fraud 2021 dr augustine fouStill nothing but ad fraud 2021 dr augustine fou
Still nothing but ad fraud 2021 dr augustine fou
 
Bad guys optimize ad fraud efficiency
Bad guys optimize ad fraud efficiencyBad guys optimize ad fraud efficiency
Bad guys optimize ad fraud efficiency
 
Alternative to ANA's end to end supply chain transparency study v final
Alternative to ANA's end to end supply chain transparency study v finalAlternative to ANA's end to end supply chain transparency study v final
Alternative to ANA's end to end supply chain transparency study v final
 
Impact of Loss of 3P Cookies on Publishers' Ad Revenue
Impact of Loss of 3P Cookies on Publishers' Ad RevenueImpact of Loss of 3P Cookies on Publishers' Ad Revenue
Impact of Loss of 3P Cookies on Publishers' Ad Revenue
 
Digital Media Trust Collaborative
Digital Media Trust CollaborativeDigital Media Trust Collaborative
Digital Media Trust Collaborative
 
Programmatic reach analysis 2021
Programmatic reach analysis 2021Programmatic reach analysis 2021
Programmatic reach analysis 2021
 
2021 update on ad fraud brand safety privacy
2021 update on ad fraud brand safety privacy2021 update on ad fraud brand safety privacy
2021 update on ad fraud brand safety privacy
 
Browser and OS Share Jan 2021
Browser and OS Share Jan 2021Browser and OS Share Jan 2021
Browser and OS Share Jan 2021
 
Checking abnormal referrer traffic in google analytics
Checking abnormal referrer traffic in google analyticsChecking abnormal referrer traffic in google analytics
Checking abnormal referrer traffic in google analytics
 
History and Impact of Digital Ad Fraud
History and Impact of Digital Ad FraudHistory and Impact of Digital Ad Fraud
History and Impact of Digital Ad Fraud
 
Digital Fraud Viewability Benchmarks Q4 2020
Digital Fraud Viewability Benchmarks Q4 2020Digital Fraud Viewability Benchmarks Q4 2020
Digital Fraud Viewability Benchmarks Q4 2020
 
What CFEs can do about digital ad fraud
What CFEs can do about digital ad fraudWhat CFEs can do about digital ad fraud
What CFEs can do about digital ad fraud
 
Four types of digital ad spend updated august 2020
Four types of digital ad spend updated august 2020Four types of digital ad spend updated august 2020
Four types of digital ad spend updated august 2020
 
How to Use FouAnalytics For Marketers
How to Use FouAnalytics   For MarketersHow to Use FouAnalytics   For Marketers
How to Use FouAnalytics For Marketers
 
FouAnalytics DIY site media analytics fraud detection baked in
FouAnalytics DIY site media analytics fraud detection baked inFouAnalytics DIY site media analytics fraud detection baked in
FouAnalytics DIY site media analytics fraud detection baked in
 
Investigating digital ad fraud spi virtual meeting
Investigating digital ad fraud   spi virtual meetingInvestigating digital ad fraud   spi virtual meeting
Investigating digital ad fraud spi virtual meeting
 

Dernier

Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 

Dernier (20)

Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 

What Suspect Site Traffic and Gray-hat Techniques Look Like

  • 1. Suspect Site Traffic & Gray-hat Techniques Dr. Augustine Fou October 2013 -1- Augustine Fou
  • 2. Large Changes in Traffic Source: Quantcast -2- Source: Compete Augustine Fou
  • 3. Traffic Firehose On/Off Source: Alexa Legit human traffic does not change rapidly; but bot traffic (firehose) can be rapidly turned off and directed to other sites. -3- Augustine Fou
  • 4. Sell Fake Impressions “Modernbaby.com and Interiorcomplex.com Each of these sites peddles enormous traffic on the exchanges. For example, on a recent day Modern Baby was offering 19 million impressions via one exchange (quite the baby boom) and Interior Complex 30 million [ad impressions PER DAY] (the roaring housing market must be back).” Source: Adweek – Suspicious Web Domains Cost Online Ad Business $400m per Year Peak unique users 141k per month -4- Peak unique users 115k per moth Augustine Fou
  • 5. gamemazing.com Source: Alexa Source: Google Trends • No search volume to support the traffic (human users find sites via search) • Such a dramatic drop in traffic is unusual for humans (looks like bot traffic spigot was „turned off‟ when they were discovered) -5- Augustine Fou
  • 6. menshealthbase.com Source: Alexa Source: Compete • Compete can only detect 100k/mo users (because it has a toolbar component, it is less easy to game than the comScore tag) • Alexa traffic volume is almost not detectable, search is 0.90% of traffic; normal sites visited by humans should have a far higher ratio of search -6- Augustine Fou
  • 7. Families of Fraud Sites 6.6 million sites with several identical site address linking in -7- Augustine Fou
  • 8. Every Click Loads More Ads A fresh set of ads load for each click to view another page or image in a list of things -8- Augustine Fou
  • 9. Search Doesn‟t Support Traffic DreamMining.com search interest Source: Quantcast -9- Augustine Fou
  • 10. More Traffic Not Supported by Search Glam.com Evidence of traffic “juicing” not caused by increase in search (i.e. real humans looking for it) Source: Alexa - 10 - Source: Google Trends Augustine Fou
  • 11. More Traffic Not Supported by Search Source: Quantcast CollegeHumor.com Evidence of traffic “juicing” not supported by increase in search (i.e. real humans looking for it) Source: Google Trends - 11 - Augustine Fou
  • 12. Fake Views on YouTube - 12 - Augustine Fou
  • 13. Related Articles Bad Guys Happily Rob Display Advertisers By: Augustine Fou, July 23, 2012 Everything Fake (Display Ad Fraud, Search Click Fraud) By: Augustine Fou, April 2013 Blacklisting vs Whitelisting By: Augustine Fou, October 2013 Fake Profiles on Facebook By: Augustine Fou, July 2013 How Display Ad Fraud Works By: Augustine Fou, May 2013 - 13 - Augustine Fou
  • 14. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. One aspect of this is detecting waste and fraud; and then taking steps to mitigate it.” 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 - 14 - @acfou Augustine Fou