bot traffic accounts for the majority of the traffic online -- thus ad impressions that are served up to these bots is useless to advertisers.

1. Augustine Fou- 1 -
39% human
61% bot traffic
Bot vs Human Web Traffic
Source: Incapsula Source: Solve Media Dec 31 2013
51% suspicious
22-29% confirmed bot

2. Augustine Fou- 2 -
What Bots Look Like
Source: Marketing Science Consulting Group demo

3. Augustine Fou- 3 -
Dr. Augustine Fou – Digital Consigliere
“I study digital ad effectiveness. One key
area of research is ad fraud – mostly
caused by bots which generate ad
impressions which are not useful to
advertisers. I advise clients on optimizing
against this form of fraud and waste.”
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

4. Augustine Fou- 4 -
Related Articles
Augustine Fou- 4 -
http://www.slideshare.net/augustinefou/digital-ad-fraud-countermeasures-by-augustine-
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http://www.slideshare.net/augustinefou/augustine-fou-five-tips-for-combatting-digital-
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