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THE MANY FACESOF AD FRAUD AND HOW TO PROTECT YOURSELF
#StopAdFraud
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IN 2016
WE HAVE DELIVERED GREAT RESULTS FOR:2,000+ Agencies
6,000+ Brands
200,000+ Campaigns
FOUNDED IN
2001
INNOVATORSIN AD
TECHNOLOGY
675+CENTRONS IN
37 NORTH AMERICAN
OFFICES
TOP 10DIGITAL MEDIA
SPENDER
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WELCOME TO
This month’s feature: The Many Faces of Ad Fraud
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THIS IS A SPECIAL WEBINAR PRESENTATION
SPOTLIGHT
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2016 IAB Service Excellence Award
recipient for OpenRTB
contributions
Director, RTB Platform Operations
IANTRIDER
YOUR EXPERT TODAY:
#StopAdFraud
6 AG
EN
DA QUESTIONS WE’LL ANSWER
ABOUT AD FRAUD TODAY:What is it?
How does it work?
Why does it exist?
Who is the victim?
Who is responsible?
How can you protect yourself?
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IN THENEWS
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The Association of National Advertisers conducted a 61-day study looking at the severity of bots across
49 advertisers, 1,300 campaigns, and 10 billion impressions.
BOTS WILL CAUSE:
in losses in 2016
$7.2BILLION1-70%
of all video impressions
2-30%of display
ads
HOW BIG IS THE PROBLEM?#StopAdFraud
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A COMPLEX LANDSCAPE WHERE NOT ALL MARKETPLACES ARE CREATED EQUAL
QU
ALI
TY
ALL THEOTHERS
REACH
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CONFUSED?#StopAdFraud
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DEFININGFRAUD
Ad fraud is the practice of serving digital ads that have no chance of being viewed by a human user or are misrepresented.
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HUMAN GENERATED
THERE ARE TWO TYPES OF FRAUD
BOT GENERATED
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POP-UP POLL!
I’m always watching for fraudb
I’m very selective with my media buysc
#StopAdFraud
WHAT ARE YOU DOING TOPROTECT YOURSELF FROM FRAUD?
a I review past purchases and look for fraud
I use technology to helpd
Fraud? Am I supposed to do something about this?e
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YES, BOTS ARE A LEADINGCAUSE OF FRAUD
SIMPLEBOTS
SOPHISTICATEDBOTS BOTNETS
#StopAdFraud
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WHAT IS A SIMPLE BOT?
• Clearly robotic; unnatural patterns of behavior
• May or may not identify itself as a bot
• Easiest to detect
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WHAT IS A SOPHISTICATED BOT?
• Attempts to disguise itself as human
• Never identifies itself as a bot
• Not easily detectable
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WHAT IS ABOTNET?
• A collection of computers running bot software
• Often infected home computers
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BUT HUMANS CAUSE FRAUD, TOO
CLICKFARMS
INVISIBLEADS
SPOOFING/LAUNDERING
UNINTENTIONALNAVIGATION
#StopAdFraud
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WHAT IS A CLICK FARM?
• Groups of humans intentionally generating traffic for the purpose of inflating impressions/clicks
• Often called “paid to promote” or “paid to click”
• Users have no interest in ad
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WHAT IS AN INVISIBLE AD?
• An ad that is served to humans but can’t ever be seen
• Positioned out of the browser “viewport”
• Stacked ads
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WHAT IS SPOOFING/LAUNDERING?• Domain is misrepresented
(e.g., an undesirable site claims to be cnn.com)
• A shell site is set up to host the ads and an IFRAME is used to actually display them on another, less desirable site
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WHAT IS UNINTENTIONALNAVIGATION?
• “Zero-click traffic”
• Pop-ups
• Pop-unders
• Unwanted add-ons that redirect users
• Redirects from misspelled domains
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HOW BIG IS THE PROBLEM?
Centro currentlyBLOCKS 3,321 DOMAINS
Due to human traffic fraud that reduced impression volume on
certain exchanges by
50%
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The price of anopen eco-system
is a few bad apples.
A low-quality publisher does not
mean it serves fraudulent
Impressions.
LOW QUALITY IS NOT NECESSARILY FRAUD
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SITE BUNDLING
ADINJECTION ARBITRAGE
MISREPRESENTINGSITES AND QUALITY
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WHAT IS SITE BUNDLING?
• Masked domain
• Multiple sites included (i.e., domain is reported as “adnetwork.com,” ad network gives a site list but neglects to list low-quality or undesirable sites)
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WHAT ISAD INJECTION?
• Browser add-ons or toolbars with extra code included
• Replaces existing ads on a page
• Adds new ad units to a page
• Deprives publishers of revenue
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WHAT ISARBITRAGE?
• Buying an impression via RTB and then immediately reselling it into an ad exchange
• May be resold multiple times, obscuring origin and quality
• May be a display impression turned into a video impression
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IF YOU SEE SOMETHING,DO SOMETHING…
STEP 1FIRST IMPRESSIONS
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IF YOU SEE SOMETHING,DO SOMETHING…
STEP 2LOOK UPSTREAM
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IF YOU SEE SOMETHING,DO SOMETHING…
STEP 3IDENTIFY BAD BEHAVIOR
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IF YOU SEE SOMETHING,DO SOMETHING…
STEP 4FIND FINGERPRINTS
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THE CHALLENGE OF OPEN MARKETPLACES
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MOST AD FRAUD IS LEGAL(TECHNICALLY)
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INCENTIVE TO LOOK THE OTHER WAY
$1.00 of Advertiser MoneyA
GE
NC
Y
Agency Trading Desk
DS
P
SS
P PUBLISHER
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WHO IS THEVICTIM?
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WHO IS RESPONSIBLE?
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THE ROLE OF THE PUBLISHER
“Fake traffic has become a commodity. There’s malware for generating it and
brokers who sell it. Some companies pay for it intentionally, some accidentally, and
some prefer not to ask where their traffic comes from…”
— Businessweek
#StopAdFraud
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THE ROLE OF THEADVERTISER/AGENCY
ADVERTISERSWant cheaper
inventory, but thisencourages fraud.
AGENCIESWant to spend
at all costs, but thislowers standards.
#StopAdFraud
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THE ROLE OF THE AD TECH PLATFORMSA combination of human and tech measures monitor and block fraud.
ADVERTISERS
$$$
PLATFORMOPS
DSP SSP
X
X
X X X
PUBLISHERS
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WHAT ARE THE TAKEAWAYS?
SO, IAN,
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BEST PRACTICES TOGUARD AGAINST FRAUD
Audit previously bought media for indicators
of fraud
Proactively monitor fraud
Buyselectively
Usetechnological
countermeasures
#StopAdFraud
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TECHNOLOGY CAN HELP
PRE- BID SEGMENTS
VERIFICATION SERVICES
PRIVATE MARKETPLACES
TIERED INVENTORY
LEVELS
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OTHER TACTICS TO USE
TURN OFF CLICK-BASED OPTIMIZATIONS
AVOID EASY-TO-FAKE CAMPAIGNS GOALS
EMBRACE DEFENSIVE BUYING TACTICS
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LIKED WHAT YOU HEARD TODAY? Join us every month
for 3Ton30: Quick digital lessons
for fast-movingmarketers
Here’s what’s coming up:May 18thth
Topic: Digital Trends and How to Drive Performance
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STAY UP-TO-DATE ONDIGITAL TRENDS AND ALL THINGS CENTROBY FOLLOWING USON SOCIAL MEDIA
@Centro
@Centro_Inc
facebook.com/centro.llc
linkedin.com/company/centro
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THANKYOU.
Ian TriderDirector, RTB Platform Operations
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