I stumbled upon the world of Adfraud recently while doing some research on a personal assignment and was amazed at the magnitude of the issue is. This presentation touches upon my findings, my understandings and finally my attempt to visualize a tool which can help deal with adfraud. Feel free to use the presentation. Although giving due credit would be appreciated.

1. AD FRAUD
THE RIGHT
IMPRESSION
Image: Adweek.com Aditya Labhe

2. Is Ad Fraud?

3. < Ad fraud is a deliberate practice
of attempting to serve ads that
have no potential to be viewed by a
human user. >

4. IVT
Invalid Traffic
NHT
Non Human Traffic
A.K.A

5. The Impact
Ad Fraud Will Cost
$7.2 Billion in 2016,
Up Nearly $1 Billion

6. The Impact
By 2025, the digital ad
market could be 2nd only
to drug trafficking as
largest revenue source for
organized crime

7. Types of Ad
Frauds
Bots
Sophisticated programs leading to automated fraudulent behaviour

8. Ghost Sites Ad Stacking Pixels
Stuffing
Ad Injection
Tiny 1x1 pixels which are
virtually not visible
Fake websites created just for
the reason of diverting traffic
and displaying ads
Injecting ads through
toolbars and extensions
Placing multiple ads on the
top of each other in a single
ad slot.

9. Click Farms Brower
Frauds
Domain and
Site Spoofing
Re-targeting
fraud
Infecting browsers with
malicious code and forcing
them to load certain
webpages
Hiring people to click on ads and
fil forms
Changing the url codes of the
websites to a fraudulent
website
Bots mimicking consumer
behaviour by visiting
websites and then being
shown retargeted ads

10. Ad Fraud in Mobile Advertising
The Next
Battleground

11. 34% of programmatic mobile ad
impressions are “at risk of being
fraudulent”.
Mobile botnets are costing
advertisers $1 billion in ad fraud,
study shows
The Common Types
Mobile ad spending is set to reach
$100 billion in 2016, according to an
eMarketer report.
ClickImpression
App Install In-App

12. is it important to deal with Ad Fraud?

13. < With the increase in digital
marketing budgets there are higher
chances of fraudulent activities
resulting in loses and wrong KPIs.
Creating a need for a systematic tool
to deal with it >

14. Highest concern rate in
between marketers and
agencies
Ad Fraud takes $1
for every $3 spent
on Digital Ads
25% of video ads
impressions is
fraudulent
25% of publishers
have no way to detect
fraudulent traffic

15. Billions Lost Distorted KPIs Safety and
Privacy Issues

16. can companies deal with Ad Fraud?

17. < A fraud detection tool to help
companies get deeper insights to
identify, forecast and eliminate Ad
Fraud >

18. rADrIntroducing
Insights | Identification | Elimination

19. < Insights > < Identification > < Elimination >
Complex algorithms to verify traffic and
identify manipulative bot-like activity
Identifying and creating databases
consisting of fraudulent IPs and
webpages
Scanning insights, to understand
fraudulent activities
Identifying non human traffic through
minute by minute verifications and
evaluation
Finally trying to eliminate the frauds
Going through the past campaigns
for similar learnings
Reporting the fraud detected
Recommendations on the
measures that can be taken for
future campaigns

20. < Product Features >
< APIs and
Tags >
< IP Blocklists >
< Multi-stage
Evaluation >
< Analytics
Integration >
< Traffic Pattern
Recognition >
< Human
Verification >

21. < Resources >
< Developers
And Engineers >
< Data Scientists
and Analytics >
< Digital
Marketing
Executives >
< Designers/UI/UX
Team >
< Managers > < Support >

22. < Some existing tools >

23. Some interesting reads/ References:
https://www.iab.com/news/digital-ad-industry-will-gain-8-2-billion-by-
eliminating-fraud-and-flaws-in-internet-supply-chain-iab-ey-study-
shows/
http://www.wsj.com/articles/microsoft-and-google-browsers-had-high-
ad-fraud-rate-study-claims-1472771058?platform=hootsuite
http://www.mediapost.com/publications/article/284093/apple-tackles-
ad-fraud-by-purging-the-app-store.html
https://www.emarketer.com/Article/Ad-Industrys-Focus-on-Fraud-Has-
Intensified/1014430?utm_source=social&utm_medium=linkedin&utm_
campaign=hewetson_aug2016
https://www.xaxis.com/blog/view/stopping-the-vicious-cycle-of-ad-
fraud
http://www.adweek.com/news/advertising-branding/whats-being-
done-rein-7-billion-ad-fraud-169743
http://marketingland.com/protect-ad-fraud-173625
http://www.mediapost.com/publications/article/282997/ad-
fraud-is-forcing-marketers-to-enhance-their-buy.html
https://moz.com/blog/online-advertising-fraud
https://www.tune.com/blog/5-ways-to-detect-and-
prevent-mobile-ad-fraud/
http://mashable.com/2016/06/09/ad-fraud-
organized-crime/#zF6TsqnLmOq5
https://www.xaxis.com/press/view/xaxis-intensifies-
battle-against-ad-fraud-and-robots-with-launch-of-xaxis-
p
http://www.business2community.com/online-
marketing/ad-fraud-biggest-threat-programmatic-
01576083#0Za8STCsCjHc7SHl.97
http://www.campaignasia.com/article/bots-versus-brands-
ad-fraud-warfare-in-apac/405601

24. < Let’s
Connect >
/AdityaLabhe
/adi_mera_naam