FRAUD: EVERYONE’S PROBLEMIAB Small Publishers Fly-In| June 23, 2015

2

MEDIA QUALITY NEEDS FOR BUYERS AND SELLERS

WHAT ISAD FRAUD?

4

ADVERTISING’S ORIGINAL MISSION

WHAT’S THE HARM?

6

WHAT’S THE HARM?

• The Great Unwatched, New York Times

• Marketers refuse to let online ad fraud defeat them as the fight against cybercrime moves up a gear, The Drum

• The Amount of Questionable Online Traffic Will Blow Your Mind, Adweek

• Programmatic’s Biggest Challenges: Talent, Education, Fraud, Digiday

• A ‘Crisis’ in Online Ads: One-Third of Traffic is Bogus, WSJ

7

ADVERTISING’S ORIGINAL MISSION

8

NON-HUMAN TRAFFICCOMPUTER PROGRAMS LOADING WEBSITES WITHOUT HUMAN INTERACTION

9

HIDDEN ADSADS PLACED IN SUCH A WAY THAT IT IS IMPOSSIBLE TO SEE THEM

10

ADVERTISING’S ORIGINAL MISSION

11

DOMAIN SPOOFINGDECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY

12

DOMAIN SPOOFINGDECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY

Film piracy site

Sleazy network

Fashion site

13

ADVERTISING’S ORIGINAL MISSION

14

LOCATION FRAUD

WHERE DOES IT COME FROM?

16

BOOSTING YOUR TRAFFIC

• “Free” traffic- SEO- Syndication- Social media- PR

• Paid traffic- Display advertising•CPC, CPM

- SEM•CPC

- Bulk traffic

17

RACE TO THE BOTTOM

HOW CAN WE STOP IT?

19

CHOOSE YOUR PARTNERS CAREFULLY

20

DON’T BUY IN BULK

21

• Understand your own fraud levels and overall media quality performance

• Ask questions and assess risk with new partners

• Communicate to advertisers that you understand their challenges

TAKE ACTION

THANK YOU!Jason Shaw| jshaw@integralads.com