Ad fraud by type by augustine fou digital forensics
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digital ad fraud comes in many forms; this is an infographic to show the different types of ads and the amount of fraud of each type, by stage of the purchase funnel.
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Mais de Dr. Augustine Fou - Independent Ad Fraud Researcher
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Ad fraud by type by augustine fou digital forensics
- 1. Ad Fraud By Type impressions clicks leads sales Est. Fraud Dollars Display 50% $4B Video 60% $2B Mobile 40% $2B Search 30% $6B $7B NOTE: “mobile” consists of display and search so part of the mobile spend is allocated to impression fraud and part to click fraud. $7B - 1 - Augustine Fou
- 2. Ad Fraud is Multi-tiered Mainstream sites with bot traffic • Legitimate publishers with real content that humans want to read • An unknown percentage of traffic is due to bots (good and malicious) Sites that “cheat” • Stacked ads, auto-refresh • High ad-load, low viewability • Purchased traffic, audience expansion Sites created for ad fraud • Created by template/algo • Enormous quantity of ads • All traffic/impressions from bots PUBLISHER FRAUD SITE user bot user crawler user bot bot bot bot bot bot bot Domain Level Fraud User Level Fraud - 2 - Augustine Fou
- 3. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. One main area of focus is reducing ad waste due to fraud – fake impressions, clicks, leads, and sales.” 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 - 3 - Augustine Fou @acfou
- 4. Related Articles http://www.slideshare.net/augustinefou/the-good-guys-of- ad-fraud-2014-augustine-fou http://www.slideshare.net/augustinefou/motive-for-digital- ad-fraud-investigated-by-augustine-fou-31487332 http://www.slideshare.net/augustinefou/video-ad-fraud-hidden- in-plain-sight-investigated-by-augustine-fou http://www.slideshare.net/augustinefou/search-ad-fraud- 101-by-augustine-fou-technical-forensics - 4 - Augustine Fou