L'AdFraud en 2015
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In 2015, ad fraud was a significant issue, with predictions stating that up to 36% of online traffic was fake. A study revealed that bots accounted for substantial portions of display (11%), video (23%), and retargeted ads (19%) traffic. Recommendations to combat ad fraud include continuous monitoring, bot detection, and improving traffic sourcing transparency.
L'AdFraud en 2015
- 1. AdFraud Where is AdFraud in 2015?
- 3. Comscore has predicted that up to 36% of the traffic online is fake. Huge isn’t !!
- 4. Executive Summary 67 percent of bot traffic observed in the study came from residential IP addresses Display : Bots accounted for 11 percent of all display impressions observed. Video : Bots accounted for 23 percent of all video impressions observed. Retargeting : Bots consumed 19 percent of retargeted ads. Sourcing : Third-party traffic sourcing resulted in 52 percent bot fraud White Ops, Inc, December 2014
- 6. What does AdFraud look like? 6
- 8. All different kind of AdFraud Bot fraud, bot traffic & bot net Ad Injection Adware Click farm Cookie stuffing Fake profiles Fake sites
- 9. Bot behavior In the first 5 days bots generate almost 80% of their impressions 50% of all bots are active for less than 5 days Bot percentages soar in older browsers 50% of bots are still active at nights hours Bots act as real users. VIEWABILITY DOES NOT ENSURE HUMANITY WhiteOps, DoubleVerify
- 10. Robots act like human
- 11. Case study : White Ops, US market, 2014
- 12. How to fight against AdFraud?
- 13. Take action Consider day-parting to reduce time-of-day bot percentage spikes. Implement continuous fraud monitoring. Use bot detection to ensure that sites are not sourcing traffic. Pause or troubleshoot campaigns that do not meet percent-humanity targets. Disable older browser in campaign set up. Request transparency for sourced traffic. Update blacklists frequently and narrowly. Use a service such as domain detection or bot detection.
- 14. Use Trust Index
- 15. Read more about it • http://fr.slideshare.net/Integralads/integral-ad-science-fraud-presentation • http://fr.slideshare.net/augustinefou/state-of-digital-ad-fraud-q1-2015- update-by-augustine-fou • http://fr.slideshare.net/augustinefou/everything-fake-click-fraud-fake- pages-botnets-ad-waste-reduction • http://blog.pixalate.com/pixalate-announces-may-2015-pixalate-global- seller-trust-index/ • https://s3.amazonaws.com/whiteops-public/WO-ANA-Baseline-Study-of- Bot-Fraud.pdf • http://uk.businessinsider.com/rocket-fuel-launches-traffic-scanner-2014- 11?r=US&IR=T