ad fraud: statistics and techniques
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- Viewability tracking - Engagement tracking - Cookie-less device tracking - Fraud prevention - etc
Billions of events every day
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“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?
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$7.2 billionof losses globally
3% to 37%bot rates
Source: ANA/White Ops, January 2016
The Bot Baseline: Fraud in Digital Advertising
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“[…] 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
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$14 Millioncollected from advertisers
4 Millioncomputers infected
87 monthsin prison
United States V. Vladimir Tsastsin, et. al.,11 Cr. 878
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$750 000in damages
3 yearsto close the case
Microsoft v. Lam, et. al.,09-cv-0815
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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
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Impression fraud Click fraud Attribution fraud
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Impression fraud
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- 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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