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Independent Objective Reviews of Anti-Fraud Companies by Augustine Fou

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“Many clients have asked me to assess and recommend fraud detection and mitigation companies. This deck is intended to provide clients an objective and independent point of view and commentary on the known players in the digital ad fraud space.”

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Independent Objective Reviews of Anti-Fraud Companies by Augustine Fou

  1. 1. Augustine Fou- 1 - Independent Review of Anti-Fraud Companies Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com July 2014
  2. 2. Augustine Fou- 2 - Author’s Commentary “Many clients have asked me to assess and recommend fraud detection and mitigation companies. In recent months we’ve seen a huge proliferation of these services so this deck is meant to provide clients an objective and independent point of view and commentary on the known players in the digital ad fraud space.” -- Dr. Augustine Fou
  3. 3. Augustine Fou- 3 - Integral Ad Science Review Integral Ad Science Brand safety via analyzing placements of ads Source: Integral Ads Why we like it: Using their collected databases of blacklisted sites and suspicious “cookies” they can help advertisers decide when NOT to serve the ad, in milliseconds, when a bid request comes though an ad exchange.
  4. 4. Augustine Fou- 4 - Solve Media Review Solve Media's proprietary TYPE-IN™ advertising guarantees your messaging won't be ignored—because it can't be. Our simple, effective and memorable TYPE-IN™ advertising lets users type in brand messages where they interact on web pages and mobile apps— replacing difficult CAPTCHAs, allowing people to skip video pre-roll ads, or unlocking access to valuable mobile experiences. The result: superior brand lift. Here's how: Solve Media Human detection via CAPTCHAs; ad delivery to real humans Why we like it: If a user has solved a CAPTCHA, it is likely to be a human user. So this information can be use by advertisers and their ad networks to explicitly serve ads to these users (rather than unknown or non-human visitors)
  5. 5. Augustine Fou- 5 - RocketFuel review Review of rocketfuel RocketFuelCampaign optimization (mainly display ads) that detect and mitigate ad impressions generated by bots, to improve ROI Why we like it: RocketFuel is an optimizer that is interoperable with all ad networks (can place ads across all networks); using machine learning it can continuously optimize campaigns while in-flight and evolve bot rejection (don’t serve ads to them) in real-time.
  6. 6. Augustine Fou- 6 - WhiteOps Review WhiteOps Javascript-based detection platform installed by legit publishers to detect bot activity on the sites. Mr. Tiffany said traffic fraud can be found not only on smaller sites serving as shells to game ad exchanges, but on the domains of premium publishers as well. "What we do know is that it's not just a problem hiding out in the long tail, it's not just a problem of bogus websites," he said. "Bots have infiltrated traffic systems across the ecosystem and end up at some premium, name brand publishers." Source: AdAge - Premium Publishers Are Getting Victimized By Traffic Fraud, Too Feb 2014
  7. 7. Augustine Fou- 7 - DoubleVerify Review Review of DoubleVerify DoubleVerify Ad verification technology – placement, viewability, bot detect Source: http://www.doubleverify.com/
  8. 8. Augustine Fou- 8 - AreYouAHuman review Review of AreYouAHuman AreYouAHuman Drag-and-drop actions that reinforce brand message and prove human user interacting with ad.
  9. 9. Augustine Fou- 9 - Forensiq Review Review of Forensiq Forensiq Eliminate impression fraud, click fraud, affiliate fraud, and cookie stuffing
  10. 10. Augustine Fou- 10 - Oopgo review Review of oopgo Oopgo Analyze visitor actions on site (e.g. mouse movements) to mitigate fraud and improve usability.
  11. 11. Augustine Fou- 11 - mDotlabs review Review of mdotlabs mDotlabs We use signal processing, statistics, machine learning and applied math to analyze every impression delivered to an online advertisement. AdSecure identifies a variety of malicious activities including bots, click farms, pay-per-view networks and a growing list of sophisticated traffic-generation techniques. Detect and analyze visitors to sites for non-human activity
  12. 12. Augustine Fou- 12 - Pixalate Review Review of pixalate Pixalate Fraud reporting and blocking, Fraud Graph and Fraud Analytics, Predictive Fraud blocking – all in real time
  13. 13. Augustine Fou- 13 - Adometry (Google) • Helps advertisers manage and measure their media spend across both online and digital media channels • Unifies data sources to provide continuous performance improvement and yielding returns on ad spend • Helps marketers solve big data challenges and achieve optimal results via advanced data mining techniques
  14. 14. Augustine Fou- 14 - Improvely review Review of improvely Improvely • Identifies the source of every signup or sale on website • Tracks and monitors ads - inspects each click for suspicious activity
  15. 15. Augustine Fou- 15 - PageFair review Reviewof pagefair PageFair Measures how many visitors block ads and fixes the problem by implementing non-intrusive ads just for adblockers
  16. 16. Augustine Fou- 16 - FraudLogix review Review of fraudlogix FraudLogix Uses on-page javascript to detect visitor characteristics, combined with behavioral and pooled data to assess threat.
  17. 17. Augustine Fou- 17 - DistilNetworks review Review of distil networks DistilNetworks Detection of bots and various forms of fraud, with mitigation technology at the network/ISP level
  18. 18. Augustine Fou- 18 - Spider.io (Google) Advanced technical analysis of web pages and network activity that detects bot activity and how that is used for ad fraud. We have previously shown how malware-driven traffic across websites costs display advertisers millions of dollars per month [1]. We have also shown how easy it is to generate this type of fake traffic—with fewer than 100 lines of C++ code [2]. In this post we provide the first case study to show how a well known malware rootkit is being used by cyber criminals today specifically to defraud online display advertisers. The case study is a display advertising analogue of a click-fraud study by Miller et al. [3]. In our investigations into the origins of malware-driven traffic across websites we discovered a TDSS rootkit with dll32.dll and dll64.dll payloads. TDSS has been described by Kaspersky as “the most sophisticated threat today” [4]. In this post we show how hijacked PCs controlled by these TDSS payloads impersonate real website visitors across target webpages on which display ad inventory is being sold. We show in this post how this fake traffic is being sold to publishers today through the ClickIce ad exchange. We show further in this post that some unscrupulous publishers are not just knowingly buying this fake traffic. They are in fact optimising their webpage layouts for this fake traffic. We recorded activity on a hijacked PC controlled by one of these payloads. We have included this below. Source: http://www.spider.io/blog/2013/12/cyber-criminals-defraud-display-advertisers-with-tdss/
  19. 19. Augustine Fou- 19 - Dr. Augustine Fou – Digital Forensics “I advise clients on optimizing advertising across all channels. Using advanced technical forensic techniques and tchnology tools from anti-fraud companies like these, we detect and mitigate ad fraud and waste and increase ROI.” 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
  20. 20. Augustine Fou- 20 - APPENDIX
  21. 21. Augustine Fou- 21 - YouTube (Google) Why we like it: Video ads are usually sold on CPM basis but in the case of YouTube, the advertiser doesn’t have to pay unless the user does not skip the ad (i.e. they were willing to watch it). So this is highly cost efficient for advertisers. With video ads you pay only when someone chooses to watch your ad, so you don't waste money advertising to people who aren't interested in your business. Source: http://www.youtube.com/yt/advertise/why-it-works.html
  22. 22. Augustine Fou- 22 - Adwords (Google) The vast majority of all invalid clicks on AdWords ads are caught by our online filters. These filters are constantly being updated and react to a wide variety of traffic patterns and indications of click fraud attacks. On average, invalid clicks account for less than 10% of all clicks on AdWords ads. At our current revenue run rate, the aggregate value of the clicks that we've identified as suspicious or invalid and excluded from what we've charged advertisers is in the hundreds of millions of dollars. Source: https://support.google.com/adwords/answer/2454071 Why we like it: Google takes vigorous action to not only mitigate click fraud; but it is also very good at detecting invalid clicks and not charging the advertiser for them. Furthermore, there is little fraud in the search ads shown on the main Google property.