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DETECTINGANDCOMBATINGFRAUD
OliverWeiss,DirectorProductCoordina5on&[email protected]
AdFraudfromaBuyer'sPerspec5ve
Buyer’sConcernDetec5onSolu5on
WHYFILTERFRAUD?
Brandsloseconfidenceandmoneyindigitalmedia
NHTcomplicatesgeIngrealinsightsabout
campaignperformance
Failingtopreventfraudulenttrafficfundscriminal
ac5vity
SOMENUMBERS
Fraudaccountfor(IAB,comScore,WhiteOps):23%ofvideoimpressions
11%ofdisplayimpressions
36%ofadinterac5ons(clicks)involvebots
Mobileisleastaffected
AccordingtocomScore–54%ofdisplayadsarenotviewedbyhumans!
DETECTION
FRAUDULENTTRAFFICTYPES
Botnets
Crawler
HijackedDevices
ClickFarms
HidingIden5ty(Proxy)
DomainSpoofing
AdInjec5on
AdStacking
PixelStuffing
CloakedDomains
Fraud-NHT
PATTERN:FREQUENCY
GraphfromWhiteOps’BotBenchmarkReport
PATTERN:DAYTIME
Botsmimichumantrafficvolumepaaerns
*CaseStudybyDCNandWhiteOps
PATTERN:IMPRESSIONS
Comparedimpressions–NosignificantdifferenceVisibility
ExposureTime
Mouse-overTime
1614
65%64% Normal
Suspicious
54sec
sec
secsec
PATTERN:USERBEHAVIOR
Compareduserdata–SignificantdifferencesSession5me(5meafernextimpressionsisserved)
*Robotsseemoreimpressionsthannormalusers
Cookies
*Mobileandsimilardevicesexcluded
DomainsVisited
30010
0,651,00 Normal
Suspicious
10010
GETPARTNERS
%Fraudbyadver5singcountry,usingsampleblacklist
GETPARTNERS
%Fraudintop40domainsbytotalimpressions
SOLUTION
ACTIONPLANFORBUYERS
Monitorallyourcampaigns
Scanforadinjec5on
Createallies,notadversaries,inthefightagainstbotfraud
Managetheemo5onsofAdFrauddiscussions
Authorizeandapprovethird-partytrafficvalida5ontechnology
Toeffec5velycombatbotsintheirmediabuys,adver5sersmustbeabletodeploymonitoringtools.Publishersandagenciesmustenablethedeploymentofthesemonitoringtools.
SupporttheTrustworthyAccountabilityGroupTheIAB,4A’s,andtheANAannouncedinearlyNovemberthecrea5onoftheTrustworthyAccountabilityGroup(TAG).
Thank you!
