Hunting Down Ad Fraud

Jagd auf Werbebetrüger

The Company: Enbritely (www.enbrite.ly)

Product Development: BudapestHead Office UK: LondonDACH/CEE Business Development: Vienna

The Service: traffic/ad fraud detection, ad visibility

The Scope:• display advertising campaigns incl. programmatic • publisher and adnetwork traffic and inventory analysis

The Service:

Detailed automatic analysis, in-depth pattern-matching and an experienced digital forensic team identify the widest range of fraudulent activities, including but not limited to:- invisible iframes and out of screen iframes- impression generation- phantom video views- ad stacking- referrer spoofing- click bots of any complexity- arbitrage schemes- URL masking- ad injection, adware, toolbar traffic

The Technology:

integrate client-side JavaScript data collector code with • the ad creatives of a campaign delivered through an adserver,• the landing page(s) of an advertising campaign,• the web domain/site to be monitored for traffic/ad fraud.

monitor user interactions with the website(s) and the ad(s) cursor movements, scrolling, time on the site, sequence of clicks (traffic source, onward clicks), click patterns (where within a banner the 'user' clicks to), unlikely user interactions,video views, keyboard use, shopping cart actions, etc.

The Technology:

apply 50+ heuristics and pattern matching algorithms to distinguish human sessions from bot sessions, to identify various forms of fraud.

review the results (risk management team) to make sure that no fraudster goes unnoticed, to identify new fraud techniques,to educate the system andto fine tune it to every specific client’s activities.

The Output:

• daily and weekly client-specific alerts • customised data sheets• risk management analysis• API-integration• raw data for deep forensics

The Clients:

Advertisers optimize budget and protect brands

Media Agencies optimise clients’ budgets and protect brands, deliver more useful metrics

Publishers, Adnetworks, Exchanges deliver quality and safe inventory, command higher prices

Affiliate Networks improve loyalty by rewarding the right ones and stop paying undue commissions

Hunting Down Ad Fraud

Jagd auf Werbebetrüger

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