WTF is Ad Fraud? - WTF Programmatic UK, 11/11/14

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.

http://adage.com/directory/kraft-foods/254

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


Key issues facing agencies


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


Valuing our Stamp of Trust...

Brand Measurement Process Assurance


Advertisers

Media agencies Media owners

ABC - By the industry, for the industry


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.


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...


Block known illegal sites and use technology to avoid other unfortunate placements

One solution: Content Verification


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!


The Issue – an example


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


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



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?


Possible Causes


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


Possible Causes

Source: Integral Ad Science


The Affect...

courtesy of Forensiq

Scale of the problem


Source: pixalate



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%



• 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?


• 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?


You set the standards in digital


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


Where to find us

[email protected]+44 (0) 1442 870800

/dtsg/cv /edaa/spiders/viewability

www.jicwebs.orgwww.edaa.eu

www.ifabc.org

www.abc.org.uk
