ExposingInfinite quantities of digital ads can be created on real or fake sites Unlike real...
Transcript of ExposingInfinite quantities of digital ads can be created on real or fake sites Unlike real...
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April 2019 / Page 1marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Exposing Digital Ad Tech
April 2019
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239
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April 2019 / Page 2marketing.scienceconsulting group, inc.
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What is Ad Fraud?
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April 2019 / Page 3marketing.scienceconsulting group, inc.
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What is digital ad fraud ?
Ad Fraud = ad impressions caused by bots, not seen by humans
Impression Fraud(CPM) Fraud
(includes mobile display, video ads)
Click Fraud(CPC) Fraud
(includes mobile search ads)
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April 2019 / Page 4marketing.scienceconsulting group, inc.
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Why? Largest buckets of spendLeads
(CPL)
Sales(CPA)
Lead Gen$2.0B
Other$5.0B
• classifieds• sponsorship• rich media
Impressions(CPM/CPV)
Clicks(CPC)
Search 46%Display 31%
Video 14%
91% digital ad spend Source: IAB FY 2017 ReportEstimated >$300B in 2018
9% spend
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April 2019 / Page 5marketing.scienceconsulting group, inc.
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How bad guys commit ad fraud1. set up
FAKE SITES2. buy
FAKE TRAFFIC3. sell
FAKE ADS
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April 2019 / Page 6marketing.scienceconsulting group, inc.
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Why is ad fraud bad?
Advertisers Publishers
Bad Guys
1/3
2/3Ads are not shown to humans, wasted
ad dollars
Ad revenue declines because dollars are stolen by bad guys.
Steal money using fake ads; siphon dollars out
of ecosystem.
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April 2019 / Page 7marketing.scienceconsulting group, inc.
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How Big is Ad Fraud?
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April 2019 / Page 8marketing.scienceconsulting group, inc.
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(2013) Fake Traffic, Fake Impressions
Source: Adweek, October 2013
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April 2019 / Page 9marketing.scienceconsulting group, inc.
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(2015) Fake display ads …Increased CPM prices
by 800%Decreased impression
volume by 92%
Source: http://adexchanger.com/ad-exchange-news/6-months-after-fraud-cleanup-appnexus-shares-effect-on-its-exchange/
260 billion
20 billion
> $1.60
< 20 cents
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April 2019 / Page 10marketing.scienceconsulting group, inc.
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Methbot, Hyphbot … now 3veVast botnets targeting high-value video ads, disguising/hiding
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April 2019 / Page 11marketing.scienceconsulting group, inc.
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(2017) Mobile app install fraudSource: October 2018, Tune
average 20% fraud
100% fraud
50% fraud24 billion clicks on 700 mobile networks
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April 2019 / Page 12marketing.scienceconsulting group, inc.
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(2018) Mobile app, video fraud
Source: Buzzfeed News, Oct 2018 Source: Buzzfeed News, Nov 2018
Source: Buzzfeed News, March 2019
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April 2019 / Page 13marketing.scienceconsulting group, inc.
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Ad fraud is at all-time highsThere’s $100B in digital ad spend to steal from, year after year
U.S. Digital Ad Spend($ billions)
Actuals Projected
Digital Ad Fraud($ billions)
($300B worldwide)
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April 2019 / Page 14marketing.scienceconsulting group, inc.
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Why isn’t it detected?
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April 2019 / Page 15marketing.scienceconsulting group, inc.
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Bad guys easily avoid detectionBlocking of tags, altering measurement to avoid detection
Detection Tag Blocking — analytics tags/fraud detection tags are accidentally blocked or maliciously stripped out
“malicious code manipulated data to ensure that otherwise unviewable ads showed up in measurement systems as valid impressions, which resulted in payment being made for the ad.”
Source: Buzzfeed, March 2018
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April 2019 / Page 16marketing.scienceconsulting group, inc.
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Traffic sellers’ “high quality traffic”Many sources to buy “traffic,” tune “quality” level, host bots
Google “buy real human traffic”
Select vendor and“traffic quality level”
Host your own bots(cost $3.99/mo)
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April 2019 / Page 17marketing.scienceconsulting group, inc.
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(2017) Pop-Unders / RedirectsThese forms of fraud typically get by current fraud detection tech
a.k.a. “zero-click” “pop-under” “forced-view” “auto-nav”
Source: https://www.buzzfeed.com/craigsilverman/remember-tom
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April 2019 / Page 18marketing.scienceconsulting group, inc.
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Fraud type: Apps load webpages“fraud sites’ traffic comes from apps that load hidden webpages”
Openly selling on LinkedIn
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April 2019 / Page 19marketing.scienceconsulting group, inc.
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Just because you can’t measure it…
… doesn’t mean it’s not there.
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April 2019 / Page 20marketing.scienceconsulting group, inc.
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Ad Tech Gave Rise to Ad Fraud
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April 2019 / Page 21marketing.scienceconsulting group, inc.
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Adtech middlemen maximizing profits
PublishersAdvertisersHuman
Audience
AdvertisersPublishers
HumanAudience
Fake UsersFake Sites
1995
2015
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April 2019 / Page 22marketing.scienceconsulting group, inc.
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Adtech Tax: 60-70% extracted
Source: WFA, April 2017
Source: ANA, May 2017
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April 2019 / Page 23marketing.scienceconsulting group, inc.
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Case examples of this …Publisher only gets 30-60c on the dollar after middlemen fees
https://mediatel.co.uk/newsline/2016/10/04/where-did-the-money-go-guardian-buys-its-own-ad-inventory
2016 The Guardian
“for every pound an advertiser spends programmatically on the Guardian only 30 pence actually goes to the publisher.”
2017 BusinessInsider
“$40,000 worth of ad inventory through the open exchanges, the publication only saw $97.”
http://adage.com/article/digital/business-insider-york-times-shed-details-ad-industry-s-biggest-problem/311081/
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April 2019 / Page 24marketing.scienceconsulting group, inc.
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Scarcity … vs unlimited fake sites/adsInfinite quantities of digital ads can be created on real or fake sites
Unlike real billboards that people actually drive by in the physical world …
Limitless quantities of digital ads can be created on fake sites that humans never visit.
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April 2019 / Page 25marketing.scienceconsulting group, inc.
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Myth of the long tailMost people visit sites they know most; occasionally long tail ones
“There are numerous pieces of research on how even as people accumulate hundreds of TV channels, they only watch seven. It's rather commonly accepted that in a sea of millions of mobile apps, most people stick to half a dozen.” http://www.businessinsider.com/the-advertising-industry-has-been-living-a-lie-2017-10
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April 2019 / Page 26marketing.scienceconsulting group, inc.
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Myth of HypertargetingAfter 3 parameters, the matching audience gets really tiny
Female Male
18-25 13-17 25-34 35-49 50+
1. gender
2. age range
3. geographic location
50%
10%
2%
100 params?
300 params?
Starting Audience 100%
?
?
% of AudienceTargeting parameters
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April 2019 / Page 27marketing.scienceconsulting group, inc.
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Myth of behavioral targetingAd tech sold the idea of deriving intent from web history
Outdoor enthusiast?Male? Female?
“This works on simplistic examples, like the above. But when the list of sites grows longer and more diverse, the assumptions used to derive data points, even gender, are going to be less and less accurate. In fact, a recent study of online identifiers determined that over 80% of the records were designated as BOTH male and female.”
Source: Yeah, Your Data’s Screwed
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April 2019 / Page 28marketing.scienceconsulting group, inc.
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Some think ad fraud is already solved
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April 2019 / Page 29marketing.scienceconsulting group, inc.
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We only pay for viewable and fraud freeBad guys used malicious code or nefarious techniques to trick viewability measurements
“malicious code manipulated data to ensure that otherwise unviewable ads showed up in measurement systems as valid impressions, which resulted in payment being made for the ad.”
Source: Buzzfeed, March 2018
AD
Bad guys cheat by stacking all ads above the fold to fake 100% viewability
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April 2019 / Page 30marketing.scienceconsulting group, inc.
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We optimize for engagement, click ratesDetailed reports by domain reveal obvious fraud – 100% click through rates on ads
Where to find this?Your campaign reports, with details by domain.
What to look for?If click-thru rates are 100%, something is wrong; be sure to ignore low volume rows.
What to do?Identify the sites that exhibit these abnormal click-thru rates and turn them off in the campaign interface – don’t buy the fraud any more.
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April 2019 / Page 31marketing.scienceconsulting group, inc.
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We only pay for performance, leads, salesLarge data breaches aggregated data on millions of individuals; used to create fake leads
Fake leads
• Previously filled out by hand
• Now, fully automated with bots using databases of real postal addresses, etc. (that trick verification engines)
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April 2019 / Page 32marketing.scienceconsulting group, inc.
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Chase: -99% reach, no impact
“JPMorgan had already decided last year to oversee its own programmatic buying operation.
Advertisements for JPMorgan Chase were appearing on about 400,000 websites a month. [But] only 12,000, or 3 percent, led to activity beyond an impression.
[Then, Chase] limited its display ads to about 5,000 websites. We haven’t seen any deterioration on our performance metrics,” Ms. Lemkau said.”
“99% reduction in ‘reach’ … Same Results.”
Source: NYTimes, March 29, 2017
(because it wasn’t real, human reach)
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April 2019 / Page 33marketing.scienceconsulting group, inc.
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P&G: cut $200M, no impact
“Once we got transparency, it illuminated what reality was,” said Mr. Pritchard. P&G then took matters into its owns hands and voted with its dollars, he said.”
“As we all chased the Holy Grail of digital, self-included, we were relinquishing too much control—blinded by shiny objects, overwhelmed by big data, and ceding power to algorithms,” Mr. Pritchard said.
Source: WSJ, March 2018
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April 2019 / Page 34marketing.scienceconsulting group, inc.
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How marketers are fighting ad fraud
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April 2019 / Page 35marketing.scienceconsulting group, inc.
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Ad serving volume by hourWith hourly detail, you see most ads are blown out before 4 am
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April 2019 / Page 36marketing.scienceconsulting group, inc.
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Abnormal consistency in analyticsWhen analytics are TOO consistent, something is suspicious
top 4 referring sites – exact same pattern
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April 2019 / Page 37marketing.scienceconsulting group, inc.
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Zero conversion sourcesZero conversions, no change when turned off; not worth spending
102,231 sessions
0 sessions
goal event – no change
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April 2019 / Page 38marketing.scienceconsulting group, inc.
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Progressively clean campaignsObvious fraud still gets through; analyze and turn off the fraud
Launch Week 3 and beyondWeek 2
Initial baseline measurement
Measurement after first optimization
After turning off more “sites that cheat”
30% bots
15% bots3% bots
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April 2019 / Page 39marketing.scienceconsulting group, inc.
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Shift budgets to higher qualitySome channels have more humans, shift budget to these
• Blue means humans• Red means bots
Where to find this?Your own bots versus humans measurement, with detailed and complete supporting data.
What to look for?Be sure to measure for both bots and humans; rank order channels, sources, or sites by highest humans first.
What to do?Some channels have more humans (blue) and others have more bots (red); shift budgets during campaign to more human channels.
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April 2019 / Page 40marketing.scienceconsulting group, inc.
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Better media = better outcomesMeasure
AdsMeasure
ArrivalsMeasure
Conversions
346
1743
5
156
A
B
30X more human conversion events
• More arrivals• Better quality
more humans (blue)good publishers
low-cost media, ad exchanges
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April 2019 / Page 41marketing.scienceconsulting group, inc.
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Low CPMs - “You get what you pay for”
Low CPM sources result in higher cost per human –like 11X the cost.
Sources of different quality send widely different amounts of humans to landing pages.
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April 2019 / Page 42marketing.scienceconsulting group, inc.
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“Humans visit Montana, bots don’t!”
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April 2019 / Page 43marketing.scienceconsulting group, inc.
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UTAH TRIP SAMPLE 1 – DRIVING FROM NEVADA
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April 2019 / Page 44marketing.scienceconsulting group, inc.
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April 2019 / Page 45marketing.scienceconsulting group, inc.
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When should you have media in flight?
• Target all U.S., heavy up reach & frequency
vs.• Target NY 90 days out
and Nevada 7 days out
80 – 90days
7 – 10days
Days-to-Arrival = Marketing Window
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Miami Hotel – Visitation DashboardWhere did they come from? How long did they stay?
In-StateAvg. Length
of Stay In Miami Out-of-State
10.8% 89.2% 2 days, 23 hours
Visitation by State
6.4%
7.7%
13.8%
6.0%
11.3%2 days, 21
hours
2 days, 23 hours
3 days, 9 hours
1 day, 22 hours
3 days, 8 hours
GA
TX
NJ
FL
NY
Avg. Time spent
Average 3 Nights Average 1 Night
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Recap
• Better to assume that digital ad fraud is impacting your campaigns, than not
• Ask for detailed reports; look at your own analytics, so you can investigate anything that looks suspicious
• Avoid quantity metrics that are easily faked; choose conversion metrics that are reliable and not faked by bots
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About the Author
Augustine Fou, PhD.
acfou [@] mktsci.com
212. 203 .7239
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Dr. Augustine Fou – Researcher
2013
2014
Published slide decks and posts:http://www.slideshare.net/augustinefou/presentationshttps://www.linkedin.com/today/author/augustinefou
2016
2015
2017
20192018
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