- Viewability tracking - Engagement tracking - Cookie-less device tracking - Fraud prevention - etc

Billions of events every day

“Viewability is number one. I would say preventing fraudulent traffic on your sites is number two, and that's from an industry standpoint […]”

Chairman of IAB Board of DirectorsDavid Morris, 2015

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How big is the pie?

$7.2 billionof losses globally

3% to 37%bot rates

Source: ANA/White Ops, January 2016

The Bot Baseline: Fraud in Digital Advertising

“[…] between 88 and 98 percent of all ad-clicks on major advertising platforms such as Google, Yahoo, LinkedIn, and Facebook in a given seven day period were not executed by human beings, but rather by […] bots.”

U.S. Senators Mark R. Warner and Charles E. Schemer calling on federal authorities to address fraud in the digital advertising marketplace

$14 Millioncollected from advertisers

4 Millioncomputers infected

87 monthsin prison

United States V. Vladimir Tsastsin, et. al.,11 Cr. 878

$750 000in damages

3 yearsto close the case

Microsoft v. Lam, et. al.,09-cv-0815

To plead a fraud claim, the complaint must allege sufficient facts to show: (1) a misrepresentation; (2) knowledge of the falsity; (3) intent to induce another's reliance on the misrepresentation; (4) justifiable reliance; and (5) resulting damages.

Facebook, Inc. v. Grunin, No. C 14-02323 WHA

Impression fraud Click fraud Attribution fraud

Impression fraud

- Cookie stuffing - Mobile attribution or CPI (cost-per-install) fraud - Click fraud with bots - Click hijacking with DNS rerouting

Attribution fraud

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AdvertisersExpect 3, 10 or 30% of traffic to be fraudulentCheck campaigns for bot-unrelated fraudCheck traffic for malicious botsCheck your viewability vendor You shouldn’t pay for fraudulent impressions and clicksTrain your staff

RTB: build white/blacklistsDirect: keep an eye on bot traffic

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Publishers

Expect 3, 10 or 30% of traffic to be fraudulentCheck traffic for malicious botsKnow sources of your paid-traffic

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