In this presentation at Fifteen Seconds Europe in June 2018, Samuel Scott, a marketing keynote speaker and The Promotion Fix columnist for The Drum, discusses the problem of digital ad fraud.

1. The Billions You’re Losing to Online Ad Fraud
SAMUEL SCOTT
COLUMNIST, THE PROMOTION FIX – THE DRUM
GLOBAL MARKETING SPEAKER
#ThinkAhead18 — @samueljscott

3. The Cost of Ad Fraud
Sources: The Drum / The&Partnership / m/Six

4. The Future Costs
Source: WFA

5. Impressions vs. Eyeballs

6. Method #1 — Deceptive Publishers
Source: WFA

7. Fraudulent Impressions
Sources: YouTube; Kochava

8. Fraudulent Impressions
Source: Integral Ad Science

9. Fraudulent Impressions
Source: Ad Week

10. Method #2 — Bots & Click Fraud
Source: HubSpot

11. Click Fraud
Sources: The Drum / Bangkok Post / Thai News Agency

12. Bots
Sources: The Drum

13. Bots & Click Fraud
Sources: Imperva Incapsula Bot Traffic Report / Oxford BioChronometrics

14. Method #3 — Domain Spoofing
Sources: GitHub / SpotX

15. Domain Spoofing
Sources: DigiDay
Value of stolen inventory: $1.3 million per month

16. The Mistaken Assumption
Ad tech saves money by cutting out
the middle-men.

17. Where Ad Tech Money Goes
- The Drum

18. Read his full analysis here.
Where Ad Tech Money Goes

19. Where Ad Tech Money Goes

20. Source: WFA
Where Ad Tech Money Goes

21. 60% of your
spend is lost
before the ad
even appears
on the website.
Where Ad Tech Money Goes

22. But only 50% of THAT spend is on ads that are “viewable.”
Where Ad Tech Money Goes

23. After ad fraud, we have 16 cents left.
Where Ad Tech Money Goes

24. Only 2/3 of “viewable” impressions are actually looked at by someone.
Where Ad Tech Money Goes

25. 75% of the time, people don't look at online ads for one second.
Where Ad Tech Money Goes

26. Where Ad Tech Money Goes

27. - Mediatel, October 2016
Where Ad Tech Money Goes
30% went to the publisher

28. The Biggest Myth in Martech
Consumers want personalised advertising.

29. The Biggest Myth in Martech

30. #ThinkAhead18 @samueljscott
The Biggest Myth in Martech

31. The Intercept, May 2018
The Biggest Myth in Martech
@samueljscott#ThinkAhead18

32. MarketingSherpa, March 2017
The Biggest Myth in Martech

33. 2017 PageFair
Adblock Report
The Biggest Myth in Martech

34. 2017 PageFair Adblock Report
The Biggest Myth in Martech

35. 63% use them!
The Biggest Myth in Martech
@samueljscott#ThinkAhead18

36. The Biggest Myth in Martech

37. 25% of people worldwide use a VPN
— GlobalWebIndex in Wired magazine
The Biggest Myth in Martech
@samueljscott#ThinkAhead18

38. 200 million visits in August 2017
— SimilarWeb data
The Biggest Myth in Martech
@samueljscott#ThinkAhead18

39. Safari 11
(Macs and iPhones)
Intelligent Tracking Prevention lets
companies track people for only
24 hours after visiting a website
The Biggest Myth in Martech
@samueljscott#ThinkAhead18

40. 5%
— PageFair research
The Biggest Myth in Martech

41. - The Guardian, September 2017
The Biggest Myth in Martech

42. The Second-Biggest Myth
The medium does not matter.

43. The Second-Biggest Myth

44. The Second-Biggest Myth

45. The Second-Biggest Myth

46. The Second-Biggest Myth

47. WARC, May 2018
The Second-Biggest Myth

48. The Second-Biggest Myth

49. The Second-Biggest Myth

50. The Important Thing to Remember
SignalingTargeting

51. The Important Thing to Remember

52. The Future?
Sources: The Drum

53. Danke!
Samuel Scott
Keynote Marketing Speaker
Columnist at The Drum
sjscott80@gmail.com
@samueljscott
Facebook and LinkedIn
RSS and e-mail list
#ThinkAhead18 @samueljscott