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Richard Foan's presentation from WTF Programmatic UK on November 11, 2014.
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T\communications and innovations\marketing\presentations\2014\WTF UK 2014
WTF is Ad Fraud?Richard Foan 11th November 2014
“Concerns over ad fraud, viewability and overall inventory murkiness are causing Kraft to reject up to 85% of all impressions offered via real-time ad marketplaces” – Ad age, October 29, 2014.
Definitions of fraud
• Wrongful or criminal deception intended to result in financial or personal gain.
• A person or thing intended to deceive others, typically by unjustifiably claiming or being credited with accomplishments or qualities
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Key issues facing agencies
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
John Montgomery, COO of GroupM speaking at ABC Interaction
ABC
ABC’s Stamp of Trust underpins Ad Trading across the converging
media world in the UK and beyond
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Valuing our Stamp of Trust...
Brand Measurement Process Assurance
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Advertisers
Media agencies Media owners
ABC - By the industry, for the industry
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Advertising in context can be clever, memorable...
The Issue – Brand Safety
Advertising in context can be clever, memorable...
“Such instances serve as a reminder of the damage to brand reputation that just a tiny number of inappropriate online ad
placements can wreak. Online will continue to be a potentially dangerous place for brands until everybody in the space tightens
up their act.” Bob Wootton, Director, ISBA.
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
The Solution
www.abc.org.uk/DTSG
“The Digital Trading Standards Group (DTSG) was created to maximise brand safety in the complex supply chain by introducing independently
verified formal practices.” Nigel Gwilliam, IPA.
T\communications and innovations\marketing\presentations\2014\WTF UK 2014 www.abc.org.uk/DTSG
How can I avoid pirate sites and other inappropriate ad placement?
A Related Issue – Pirates on the cyber highway...
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Block known illegal sites and use technology to avoid other unfortunate placements
One solution: Content Verification
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Another solution – Content Verification
ISBA’s Advice for advertisers:The Advertisers Perspective
1. “Ensure your media agencies understand how important online brand safety is to you
2. Ask them to confirm their online brand safety policy and which tools they are using
3. Ask them to use the IWL (Infringing Website List owned by City of London Police)
4. Ask them to use companies that have gained the Good Practice Principles’ Seal of Approval
5. Ask them to use CV tools that have been independently verified by ABC.”
David Ellison, Marketing Manager, ISBA.
T\communications and innovations\marketing\presentations\2014\WTF UK 2014www.abc.org.uk/CV
The Issue – Are you tracking me or was that the NSA?
I’m being followed!
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
The Issue – an example
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
The Solution
The OBA icon and the EDAA Trust Seal
T\communications and innovations\marketing\presentations\2014\WTF UK 2014www.abc.org.uk/EDAA
The Issue – You may be advertising to robots
ABC has adjusted claimed web traffic figuresdown by as much as 60% due to robotic activity!
• 51% of internet “users” are non-human• 3-10% of ad impressions reach non-humans
• Source comScore
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
The Solution
www.abc.org.uk/spiders
“The ABC/IAB Robots and Spiders list is a critical resource, providing a central repository where search engines and others committed to transparency have
declared themselves.” Larry Goldstein, Vice President, Research Audit Services at comScore
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Move to trade on “Viewable Impressions” rather than “Served Impressions”
How do I know which product works in measuring viewability?
Viewability. The Issue - am I getting what I’m paying for?
One Solution - Viewability Certification
Certification of Viewability tools to deliver insight and transparency on their capabilities
on their capabilities
www.abc.org.uk/spiders
The Solution - ABC’s First Viewability Report Imminent
www.abc.org.uk/viewabilityT\communications and innovations\marketing\presentations\2014\WTF UK 2014
www.abc.org.uk/viewability
What is Ad Fraud?
A fraudulent impression is one that has no potential to be seen by a human user
– Impression served to a bot– Invisible impression served to a human user
What is Ad Fraud?
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Possible Causes
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
25
Ad StackingPlacing multiple ads on top of one other in a single ad placement, with only the top ad in view
Illegal BotsCompromised computers with breached security defences conceded to a third party
Pixel StuffingStuffing an entire ad-supported site into a 1x1 pixel
AD
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Possible Causes
Source: Integral Ad Science
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
The Affect...
courtesy of Forensiq
Scale of the problem
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Source: pixalate
Scale of the problem
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Source: IBM
Direct Publishers Networks Exchanges
3.5%
10.5%
16.5%
29
Source: Integral Ad Science Q2 2014 Media Quality Report
% OF IMPRESSIONS
TOTAL
11.5%
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Scale of the problem
• Web crawlers
• Poorly placed media– Ads placed against inappropriate content - e.g. file-sharing sites– Ads with low viewability
• Valid Impressions that auto-refresh
• Adware
What Should not be Considered Ad Fraud?
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
• Reduce wasted media spend– Increased reach & efficiency
• Better optimisation & attribution– Better performance encourages increased future spend
• Strategic positioning– Proactively approach clients; increases confidence
Why Is Ad Fraud Detection Important?
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
You set the standards in digital
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
3 key messages to take away
• 1. Debate – cross industry is key
• 2. Define – principles that underpin safe trading
• 3. Deliver – stamp of trust for compliance
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
Where to find us
enquiries@abc.org.uk+44 (0) 1442 870800
/dtsg/cv /edaa/spiders/viewability
www.jicwebs.orgwww.edaa.eu
www.ifabc.org
www.abc.org.uk
T\communications and innovations\marketing\presentations\2014\WTF UK 2014
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