wtf is ad fraud?

WTF is Ad Fraud?

Breaking news…

25-50% of money spent on digital advertising is wasted!

Advertiser

Agency

Publisher

Study Objectives

• Determine level of bot fraud occurring across digital advertising of leading national advertisers

• Provide actionable data which advertisers can use to assess and reduce/eliminate bot fraud in future

Bot fraud =

“The World’s Most Sophisticated Cyber Crime”

- Michael Tiffany, CEO and Co-Founder, White Ops

ANA Member Participants

KEY FINDINGS

Video Fraud Higher

than Display Fraud

Programmatic Higher than Non-Programmatic

Fraud Higher between Midnight and 8am

Sourced Traffic has

Higher Fraud

Action Steps

Advertise During Waking Hours• Bot percentage varies by time. At night, bot

fraud represents a much higher proportion

of the traffic.

• Advertisers can minimize bots by running

advertising during waking hours in each

time zone.

Sourced Traffic Transparency • Build language in RFPs and IOs that

require publishers to identify all third party

sources of traffic.

• Further, advertisers should have the option

of rejecting sourced traffic and running

their advertising only via traffic direct from

publishers.

Exclude Older Browsers

• A high percentage of impressions coming

from IE6 and IE7 browsers are bot traffic.

• Ask key publishers if they are still active on

IE6 (2001 original release date) or IE7

(2007 original release date); if they are,

consider excluding these impressions from

your buys.

T&C Language on Non-Human • Media Company will establish, implement

and use all commercially reasonable

technology and methodologies to: (i)

prevent Fraudulent Traffic; (ii) detect

Fraudulent Traffic should it occur; and (iii)

promptly take steps to prevent continuation

and/or recurrence of occurrences thereof.

Incentivize Your Agency

• Provide a performance incentive bonus to

your media agency for fraud management.

4A’s and ANA Join IAB in Launching Cross-Industry Compliance Organization to Combat Ad Fraud, Malware, & PiracyNew Collaborative Initiative To Build a Trustworthy Supply Chain, Encouraging Marketers and Media Buyers To Further Invest in Interactive Marketing

Trustworthy Accountability Group

TAG

Randall Rothenberg, President and CEO, IAB:

“Criminal activity threatens to erode trust in the digital ecosystem,” said. “Quality, original content is not sufficiently protected against the threats of fraudulent traffic, malware attacks, and IP piracy, and it is time that publishers, marketers and agencies stand together to combat these dangerous

TAKEAWAY #1

The industry must re-establish trust in the digital supply chain.

TAKEAWAY #2

Advertisers must play an active role – more so than ever before.

WTF is Ad Fraud?