Identify and Fight Fraudulent Impressions, Clicks, and Leads
- 1. Webinar TUESDAY, JULY 22, 1PM EDT (10am PDT) Identify and Fight Fraudulent Impressions, Clicks, & Leads SPEAKERS Joanna O’Connell, Director of Research, AdExchanger David Sendroff, CEO, Forensiq Ross Shanken, Founder and CEO, LeadiD
- 2. Tips for Attendees • Audio problems? Use the “Chat” window to request a dial-in number. • Use the “Chat” box to ask a question. • A recording of the webinar will be distributed to attendees. Confidential and Proprietary
- 3. Today’s Speakers David Sendroff CEO Forensiq Joanna O’Connell Director of Research AdExchanger Ross Shanken Founder and CEO LeadiD Confidential and Proprietary
- 4. • The Programmatic Revolution • Identifying fraudulent activity • Taking action against fraud • Questions Agenda
- 5. The Programmatic Revolution Joanna O’Connell Director of Research AdExchanger Confidential and Proprietary
- 6. Identifying Fraudulent Activity David Sendroff CEO Forensiq Confidential and Proprietary
- 7. Taking Action Against Fraud Ross Shanken Founder and CEO LeadiD Confidential and Proprietary
- 8. About LeadiD • Founded in 2011 • Customer acquisition intelligence platform • Neutral arbiter of digital transactions • Common data currency for marketers • Trust, transparency, action Confidential and Proprietary
- 9. What is fraud? Interaction between two or more parties in which someone is misled. Confidential and Proprietary
- 10. The many flavors of fraud •Fresh lead? •False return? •Valid information? •Exclusive? •True intent? •Human-generated? Confidential and Proprietary
- 11. In confronting fraud, marketers feel a lot like Confidential and Proprietary this.
- 12. Taking action against fraud is increasingly • Possible • Easy • Essential Confidential and Proprietary
- 13. ACTION Confidential and Proprietary Policing Taking Preventing Two strategies for
- 14. Policing Fraud • Commercial disincentive • Damage is done • Ineffective - Easy to eliminate direct relationship - Much harder to eliminate the indirect Confidential and Proprietary
- 15. Preventing Fraud • Neutral party at consumer event • Alerts of trouble before transaction • Supports - Optimized media spend - Efficient sales follow-up - Higher ROI on customer acquisition efforts Confidential and Proprietary
- 16. LeadiD Fraud Detection 1st- AND 3rd-PARTY APPLICATIONS • Access fraud risk details - Risk classification - Risk score - Reason codes • Take action in real time Install Confidential and Proprietary
- 17. LeadiD Fraud Detection Confidential and Proprietary
- 18. A Primer for Success Right Question Right Action Confidential and Proprietary
- 19. The Wrong Question • What’s real? What’s fake? • Ecosystem isn’t black-and-white • Marketers struggle to make it such Confidential and Proprietary
- 20. The Right Question • What represents acceptable risk? • Answer in measurable terms - Lead Duration greater than 3 minutes? - Risk Score less than 50? - Leads threshold from device? IP address? Confidential and Proprietary
- 21. The Right Action • Not always accept or reject • Better alternatives - Prioritize your lowest risk leads - Reroute riskier leads for additional scrutiny - Pay inversely for risk - Adjust media spend Confidential and Proprietary
- 22. EAST NEW YORK BOOTH NUMBER AUGUST 14-15th 405 *Use code LEADID for $350 off Full Conference pass
- 23. Questions
- 24. Thank you