Embed Size (px)
Citation preview
FRAUD: EVERYONE’S PROBLEMIAB Small Publishers Fly-In| June 23, 2015
2
MEDIA QUALITY NEEDS FOR BUYERS AND SELLERS
WHAT ISAD FRAUD?
4
ADVERTISING’S ORIGINAL MISSION
WHAT’S THE HARM?
6
WHAT’S THE HARM?
• The Great Unwatched, New York Times
• Marketers refuse to let online ad fraud defeat them as the fight against cybercrime moves up a gear, The Drum
• The Amount of Questionable Online Traffic Will Blow Your Mind, Adweek
• Programmatic’s Biggest Challenges: Talent, Education, Fraud, Digiday
• A ‘Crisis’ in Online Ads: One-Third of Traffic is Bogus, WSJ
7
ADVERTISING’S ORIGINAL MISSION
8
NON-HUMAN TRAFFICCOMPUTER PROGRAMS LOADING WEBSITES WITHOUT HUMAN INTERACTION
9
HIDDEN ADSADS PLACED IN SUCH A WAY THAT IT IS IMPOSSIBLE TO SEE THEM
10
ADVERTISING’S ORIGINAL MISSION
11
DOMAIN SPOOFINGDECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY
12
DOMAIN SPOOFINGDECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY
Film piracy site
Sleazy network
Fashion site
13
ADVERTISING’S ORIGINAL MISSION
14
LOCATION FRAUD
WHERE DOES IT COME FROM?
16
BOOSTING YOUR TRAFFIC
• “Free” traffic- SEO- Syndication- Social media- PR
• Paid traffic- Display advertising•CPC, CPM
- SEM•CPC
- Bulk traffic
17
RACE TO THE BOTTOM
HOW CAN WE STOP IT?
19
CHOOSE YOUR PARTNERS CAREFULLY
20
DON’T BUY IN BULK
21
• Understand your own fraud levels and overall media quality performance
• Ask questions and assess risk with new partners
• Communicate to advertisers that you understand their challenges
TAKE ACTION
THANK YOU!Jason Shaw| [email protected]
