Your current digital just plain sucks, why?

January 2020 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Your current “digital”
just plain sucks. Why?
January 2020
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239

Your measurement sucks and
you’re NOT getting
what you paid for.

Paid for white list. Got spoofed
publisherA.com
Domain (spoofed) % SIVT
esquire.com 77%
travelchannel.com 76%
foodnetwork.com 76%
popularmechanics.com 74%
latimes.com 72%
reuters.com 71%
Fake sites pretend to
be real domains so
they can get bids.
If your placement
reports don’t have
domain and sellerID
in line item detail,
you are still screwed.
Ads.txt has helped
but only a little.
https://www.linkedin.com/pulse/adstxt-zero-day-
exploit-wild-brief-history-fraud-ad-fraud-historian
PubA doesn’t sell on
ANY of these exchanges

Paid for “reach.” Got 5-10 sites
$0.50 CPM
Top 5 sites = 100% of imps
$1 CPM
$5 CPM
$10 CPM
Majority of your ads ran on 5-10 sites/apps

Paid for fraud filters. Got taken
1. Fraud filters are no better
than manual blacklists
2. In some cases it’s worse
when fraud filter is ON
3. Using fraud filters adds 20
– 24% to costs; manual
blacklists are free

Paid for geotargeting. Got cows
100% faked locations – in both campaigns
1. 100% mobile apps; 100% Android; same top 15 apps in both markets
2. 100% of impressions generated between 4a – 5a local time
3. 100% fake devices; 15 unique devices generated top 95% impressions
4. 100% data center traffic, randomized through residential proxies

Paid for “verified humans” Got bots
“Verified Bots”
“Verified Humans”
Control: No Targeting
+$0.25 data CPM
+$0.25 data CPM
“verified bots” and “verified
humans” showed no difference in
quality to each other – AND both
were no different than the
control where no targeting
was used.

Paid for bids won. Did ads serve?
Some of the ads didn’t
even get served.
Bots may not even wait
till the ad is served since
they already get paid for
the number of bids won.
From the data, in some
cases up to 100% of the
ads were never served.
DSP says Adserver says

Targeted the U.S. Got France
Despite having
geo-targeting in
place, be sure to
check where your
ads actually ran.
Add negative-
targeting for the
locations that still
get through.

GDPR? Faked consent strings
GDPR consent strings are supposed to
be unique to the device; note this one
consent string is seen on hundreds of
devices in dozens of countries – it’s a
FAKED consent string.

Set frequency caps? Nuh-uh
Despite having
frequency cap set
to 1 (lifetime), the
data shows
hundreds of
impressions
shown to the
same device
(represented by
fingerprint)

Set pacing? blown out by 4a.
Pacing turned on, but
was turned off by DSP
without warning, so they
could fulfill more volume
Pacing not turned on, so most
of the impressions were
blown out by 4a, leaving little
for waking hours.
This is not apparent if you
don’t have hourly data.

Paid for viewable. Really?
DEFINITIONS
Intersection – portion of ad that is in the viewport of browser
Visibilitystate:visible – browser not minimized, tab was active
hasFocus:1 – browser is the app/program that is being used
desktop
only
mobile web
only app only
hasFocus:1 2.7% 5% 0.0% 0% 0.0% 0%
-hasFocus:1 52.5% 95% 29.5% 100% 15.3% 100%
55.2% 29.5% 15.3% 100.0%
visibilityState:visible 39.0% 71% 28.4% 96% 12.5% 82%
-visibilityState:visible 16.2% 29% 1.1% 4% 2.8% 18%
55.2% 29.5% 15.3% 100.0%
intersection >50% 19.4% 35% 10.1% 34% 5.8% 38%
-intersection >50% 35.8% 65% 19.4% 66% 9.5% 62%
55.2% 29.5% 15.3% 100.0%
measured viewable 18% 10% 5%

Paid to skirt ad blocking. Got bots
Higher ad blocking in b2b compared to b2s, more mobile in b2c
B2C (Consumer) Jan 2019 EXCLUDE BOTS
RAW (percent of data) percent
NOT Blocked Blocked
mobile 61.8% 0.4% 0.7% blocking rate
desktop 27.6% 3.1% 10.2% blocking rate
not measured 4.8%
97.8% 2.2% bots
B2B Jan 2019 EXCLUDE BOTS
RAW (percent of data) percent
NOT Blocked Blocked
mobile 34.5% 0.5% 1.3% blocking rate
desktop 39.9% 9.0% 18.5% blocking rate
not measured 7.9%
91.8% 8.2% bots

Paid $1 Got 60c of working media
“Supporting details confirm that for every $1 the advertiser
spends, only 57 – 63 cents goes towards digital media.”
“mark up”
“working media”
“working media”
“mark up”

Real Humans Don’t Click Much
DEFINITIONS
Click – there was a click
Valid-Click – other parameters corroborate the click
was real
NOTES
Clicks on video may be related to clicking to play the
video not clicking on the ad itself (depends on the
placement of the tag)
DISPLAY
HUMANS Click Rate Valid Click Rate
6.5% 0.9% 0.9%
GIVT/SIVT Click Rate Valid Click Rate
6.6% 0.0% 0.0%
Example from real
LinkedIn display
campaign

Excluded apps? Got rogue apps
Even if you excluded mobile apps from your buy, rogue apps can
load webpages and still eat up your ad budget.

You measured IVT, missed all else
Sites and apps that cheat may look fine in bot detection reports
1.3% + 57% = 58%
bot fraud site/app fraud overall fraud
bot detection sees this
bot detection misses this

Fraud is more than just IVT
$1 spent by Marketer
blocked
see slide 1
site/app fraud
see slides 2-4
ad/user fraud
see
https://www.slideshare.net/augustinefou/presentations
not viewable
see slides 5-7
10% 30% 40% 20%
• fake sites, spoofing
• auto-reload/refresh
• ad stacking
• tag manipulation
• redirect/sourced traffic
• pop-ups/unders
• naked/invisible ads
• bots/fake users
• fake devices
• background load
• fake apps
• deviceID rotation
• random deviceID
• retargeting fraud
• fake profiles/data
• malware/adware
• fake analytics
• fake attribution
• click injection
• incentivized views
• residential proxy
• app is in use
• tab is active
• not minimized
• 50% ad in viewport
• misrepresented
• (1s display, 2s
video)
10% 70% 20%
blocked fraud useless
productive digital ads for Marketer

“High Quality” Everything
Many sources that sell traffic, followers, likes, views, etc.
Choose Your “Traffic Quality Level” Instagram, Facebook, YouTube

They are cleaning you out

Who am I?
• I am a digital marketer of 23+ years
• I look at analytics data every day
• I audit campaigns for fraud and other
bad sh*t that lowers performance
• I teach clients how to spot fraud and
make optimizations to improve
outcomes

Site
Analytics
Media
Analytics
“see fou yourself”
• alternative to Google Analytics
• secure, hardened against attack
• shows all details, no black box
• innovated w/ practitioners
• verify your own media/ads
• secure, hardened against attack
• shows details for decisioning
• recommended optimizations
for #publishers for #marketers
https://www.linkedin.com/pulse/fouanalytics-alternative-google-analytics-fraud

Your current digital just plain sucks, why?

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Your current digital just plain sucks, why?