AdFraudWhere is AdFraud in 2015?

Comscore has predicted that up to 36% of the traffic online is fake.

Huge isn’t !!

Executive Summary

67 percent of bot traffic observed in the study came from residential IP addresses

Display : Bots accounted for 11 percent of all display impressions observed.Video : Bots accounted for 23 percent of all video impressions observed.Retargeting : Bots consumed 19 percent of retargeted ads.Sourcing : Third-party traffic sourcing resulted in 52 percent bot fraud

White Ops, Inc, December 2014

Pixalate, 20135

What does AdFraud look like?

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All different kindof AdFraud

Bot fraud, bot traffic & bot netAd InjectionAdwareClick farmCookie stuffingFake profiles Fake sites

Bot behavior

In the first 5 days bots generate almost 80% of their impressions

50% of all bots are active for less than 5 days

Bot percentages soar in older browsers50% of bots are still active at nights

hoursBots act as real users. VIEWABILITY

DOES NOT ENSURE HUMANITY

WhiteOps, DoubleVerify

Robots act like human

Case study : White Ops, US market, 2014

How to fight against AdFraud?

Take action

Consider day-parting to reduce time-of-day bot percentage spikes.Implement continuous fraud monitoring.Use bot detection to ensure that sites are not sourcing traffic.Pause or troubleshoot campaigns that do not meet percent-humanity targets.Disable older browser in campaign set up.Request transparency for sourced traffic.Update blacklists frequently and narrowly.Use a service such as domain detection or bot detection.

Use Trust Index

Read more about it

• http://fr.slideshare.net/Integralads/integral-ad-science-fraud-presentation• http://fr.slideshare.net/augustinefou/state-of-digital-ad-fraud-q1-2015-

update-by-augustine-fou• http://fr.slideshare.net/augustinefou/everything-fake-click-fraud-fake-

pages-botnets-ad-waste-reduction• http://blog.pixalate.com/pixalate-announces-may-2015-pixalate-global-

seller-trust-index/• https://s3.amazonaws.com/whiteops-public/WO-ANA-Baseline-Study-of-

Bot-Fraud.pdf• http://uk.businessinsider.com/rocket-fuel-launches-traffic-scanner-2014-

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