wtf is ad fraud? - wtf programmatic uk, 11/11/14

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Richard Foan's presentation from WTF Programmatic UK on November 11, 2014.

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  • 1. WTF is Ad Fraud?Richard Foan11th November 2014Tcommunications and innovationsmarketingpresentations2014WTF UK 2014

2. Concerns over ad fraud, viewability and overall inventory murkiness are causing Kraft toreject up to 85% of all impressions offered via real-time ad marketplaces Ad age,October 29, 2014. 3. Definitions of fraud Wrongful or criminal deception intended to result in financial or personalgain. A person or thing intended to deceive others, typically by unjustifiablyclaiming or being credited with accomplishments or qualitiesTcommunications and innovationsmarketingpresentations2014WTF UK 2014 4. Key issues facing agenciesJohn Montgomery, COO of GroupM speaking at ABC InteractionTcommunications and innovationsmarketingpresentations2014WTF UK 2014 5. ABCABCs Stamp of Trust underpinsAd Trading across the convergingmedia world in the UK and beyondTcommunications and innovationsmarketingpresentations2014WTF UK 2014 6. Valuing our Stamp of Trust...Brand Measurement Process AssuranceTcommunications and innovationsmarketingpresentations2014WTF UK 2014 7. ABC - By the industry, for the industryAdvertisersMedia agencies Media ownersTcommunications and innovationsmarketingpresentations2014WTF UK 2014 8. The Issue Brand SafetyAdvertising in context canbe clever, memorable...Such instances serve as a reminder of the damage to brandreputation that just a tiny number of inappropriate online adplacements can wreak. Online will continue to be a potentiallydangerous place for brands until everybody in the space tightensup their act.Bob Wootton, Director, ISBA.Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 9. The SolutionThe Digital Trading Standards Group (DTSG) was created to maximisebrand safety in the complex supply chain by introducing independentlyverified formal practices.www.abc.org.uk/DTSGNigel Gwilliam, IPA.Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 www.abc.org.uk/DTSG 10. A Related Issue Pirates on the cyber highway...How can I avoid pirate sites and otherinappropriate ad placement?Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 11. One solution: Content VerificationBlock known illegal sites and use technology toavoid other unfortunate placementsTcommunications and innovationsmarketingpresentations2014WTF UK 2014 12. Another solution Content Verification 13. The Advertisers PerspectiveISBAs Advice for advertisers:1. Ensure your media agencies understand how important online brandsafety is to you2. Ask them to confirm their online brand safety policy and which toolsthey are using3. Ask them to use the IWL (Infringing Website List owned by City ofLondon Police)4. Ask them to use companies that have gained the Good PracticePrinciples Seal of Approval5. Ask them to use CV tools that have been independently verified byABC.David Ellison, Marketing Manager, ISBA.Tcommunications and innovationsmarketingpresentations2014WTF UK 2014www.abc.org.uk/CV 14. The Issue Are you tracking me or was that the NSA?Im being followed!Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 15. The Issue an exampleTcommunications and innovationsmarketingpresentations2014WTF UK 2014 16. The SolutionThe OBA icon and the EDAA Trust SealTcommunications and innovationsmarketingpresentations2014WTF UK 2014 www.abc.org.uk/EDAA 17. The Issue You may be advertising to robots 51% of internet users are non-human 3-10% of ad impressions reach non-humans Source comScoreABC has adjusted claimed web traffic figuresdown by as much as 60% due to robotic activity!Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 18. The SolutionThe ABC/IAB Robots and Spiders list is a critical resource, providing a centralrepository where search engines and others committed to transparency havedeclared themselves.Larry Goldstein, Vice President, Research Audit Services at comScorewww.abc.org.uk/spidersTcommunications and innovationsmarketingpresentations2014WTF UK 2014 19. Viewability. The Issue - am I getting what Im paying for?Tcommunications and innovationsmarketingpresentations2014WTF UK 2014Move to trade onViewable Impressionsrather than ServedImpressionsHow do I know whichproduct works in measuringviewability? 20. One Solution - Viewability Certification 21. The Solution - ABCs First Viewability Report ImminentCertification of Viewabilitytools to deliver insight andtransparency on theircapabilitieson their capabilitieswww.abc.org.uk/spidersTcommunications and innovationsmarketingpresentations2014WTF UK 2014 www.abc.org.uk/viewabilitywww.abc.org.uk/viewability 22. What is Ad Fraud? 23. What is Ad Fraud?A fraudulent impression is one that hasno potential to be seen by a human user Impression served to a bot Invisible impression served to a human userTcommunications and innovationsmarketingpresentations2014WTF UK 2014 24. Possible CausesTcommunications and innovationsmarketingpresentations2014WTF UK 2014 25. Possible CausesIllegal BotsCompromised computers with breached security defencesconceded to a third partyAd StackingPlacing multiple ads on top ofone other in a single adplacement, with only the topad in viewPixel StuffingStuffing an entire ad-supportedsite into a 1x1AD pixelTcommunications and innovationsmarketingpresentations2014WTF UK 2014Source: Integral Ad Science 26. The Affect...Tcommunications and innovationsmarketingpresentations2014WTF UK 2014courtesy of Forensiq 27. Scale of the problemTcommunications and innovationsmarketingpresentations2014WTF UK 2014Source: pixalate 28. Scale of the problemTcommunications and innovationsmarketingpresentations2014WTF UK 2014Source: IBM 29. Scale of the problemSource: Integral Ad Science Q2 2014 Media Quality Report3.5%10.5%16.5%Direct Publishers Networks Exchanges% OF IMPRESSIONSTOTAL11.5%Tcommunications and innovationsmarketingpresentations2014WTF UK 2014 30. What Should not be Considered Ad Fraud? Web crawlers Poorly placed media Ads placed against inappropriate content - e.g. file-sharing sites Ads with low viewability Valid Impressions that auto-refresh AdwareTcommunications and innovationsmarketingpresentations2014WTF UK 2014 31. Why Is Ad Fraud Detection Important? Reduce wasted media spend Increased reach & efficiency Better optimisation & attribution Better performance encourages increased future spend Strategic positioning Proactively approach clients; increases confidenceTcommunications and innovationsmarketingpresentations2014WTF UK 2014 32. You set the standards in digitalTcommunications and innovationsmarketingpresentations2014WTF UK 2014 33. 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 complianceTcommunications and innovationsmarketingpresentations2014WTF UK 2014 34. Where to find usenquiries@abc.org.uk+44 (0) 1442 870800/dtsg/cv/edaa/spiders/viewabilitywww.jicwebs.orgwww.edaa.euwww.ifabc.orgwww.abc.org.ukTcommunications and innovationsmarketingpresentations2014WTF UK 2014