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Five Pro Tips for Optimizing Programmatic Campaigns
July 2016Augustine Fou, PhD.acfou @ mktsci.com 212.. 203 ..7239
July 2016 / Page 2marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Minimize ad spend between 1am - 5amHumans visit websites mostly during waking hours
1a – 5a
Stacked percentBlue (human)Red (bots)
July 2016 / Page 3marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Focus ad spend on weekdays, lower on weekendsHumans visit websites mostly on weekdays, lower on weekends
5 weekdays
2 weekend 2 weekend
5 weekdays 5 weekdays
July 2016 / Page 4marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Blacklist (exclude) referral sources w/ 100% bounceVisitors arriving from these sources won’t do any good for you anyway
July 2016 / Page 5marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Exclude sites and apps with >20% click-through rateCTRs for display are around 0.1%; around 1% for search; >20% is absurd
.xyz domains that very humans would ever find
bad-acting mobile apps that have absurd CTRs and are not on-brand anyway
July 2016 / Page 6marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Block IP address ranges from data centersHumans don’t access the internet through data centers – like AWS
“Visitors from data centers are? You guessed it – bots!”
If we don’t do these….
July 2016 / Page 8marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Fraud continues upward as digital ad spend goes up
Digital ad fraud
Digital ad spendSource: IAB 2015 FY Report
$ billions
E
High / Low Estimates
July 2016 / Page 9marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Any device with internet can be used as a bot
Traffic cameras turned into botnet (Engadget, Oct 2015) mobile devices
webcams
connected traffic lights
connected cars
thermostat
connected fridge
Security cams used as 400 Gbps DDoS botnet (Engadget, Jun 2016)
July 2016 / Page 10marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Ad fraud is a “double-whammy” for advertisers
Messed Up AnalyticsWasted Ad Dollars
Ad shown to bots are wasted
Fake traffic, impressions, clicks are all recorded by
analytics
July 2016 / Page 11marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Ad fraud is a “QUAD-whammy” for good publishers
2. “Bottom line” profitability squeezed
1. “Top line” ad revenue stolen
4. Reputations ruined by bad guys covering tracks
3. Ad blockers further reduce ad revenue
July 2016 / Page 12marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Huge difference in quality (bots vs humans)
Ad Networks
Publishers
July 2016 / Page 13marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
End of month traffic and impressions fulfillment
Traffic surge
Impressions surge
volume bars (green)
Stacked percentBlue (human)Red (bots)
red vs blue trendlines
July 2016 / Page 14marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
What real traffic surges look like (humans)
Traffic surgesvolume bars (green)
Stacked percentBlue (human)Red (bots)
red v blue trendlines
July 2016 / Page 15marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
About the Author
July 2016 / Page 16marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Dr. Augustine Fou – Recognized Expert on Ad Fraud
2013
2014
2015SPEAKING ENGAGEMENTS / PANELS4A’s Webinar on Ad Fraud AdCouncil Webinar on Ad Fraud TelX Marketplace LiveARF Audience Measurement / ReThinkIAB Webinar on Ad Fraud / Botnets AdMonsters Publishers Forum / OPS
July 2016 / Page 17marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Harvard Business Review – October 2015
Excerpt:
Hunting the Bots
Fou, a prodigy who earned a Ph.D. from MIT at 23, belongs to the generation that witnessed the rise of digital marketers, having crafted his trade at American Express, one of the most successful American consumer brands, and at Omnicom, one of the largest global advertising agencies. Eventually stepping away from corporate life, Fou started his own practice, focusing on digital marketing fraud investigation.
Fou’s experiment proved that fake traffic is unproductive traffic. The fake visitors inflated the traffic statistics but contributed nothing to conversions, which stayed steady even after the traffic plummeted (bottom chart). Fake traffic is generated by “bad-guy bots.” A bot is computer code that runs automated tasks.
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