FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.
-
Upload
virginia-carroll -
Category
Documents
-
view
214 -
download
1
Transcript of FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.
![Page 1: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/1.jpg)
FRAUD: EVERYONE’S PROBLEMIAB Small Publishers Fly-In| June 23, 2015
![Page 2: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/2.jpg)
2
MEDIA QUALITY NEEDS FOR BUYERS AND SELLERS
![Page 3: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/3.jpg)
WHAT ISAD FRAUD?
![Page 4: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/4.jpg)
4
ADVERTISING’S ORIGINAL MISSION
![Page 5: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/5.jpg)
WHAT’S THE HARM?
![Page 6: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/6.jpg)
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
![Page 7: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/7.jpg)
7
ADVERTISING’S ORIGINAL MISSION
![Page 8: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/8.jpg)
8
NON-HUMAN TRAFFICCOMPUTER PROGRAMS LOADING WEBSITES WITHOUT HUMAN INTERACTION
![Page 9: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/9.jpg)
9
HIDDEN ADSADS PLACED IN SUCH A WAY THAT IT IS IMPOSSIBLE TO SEE THEM
![Page 10: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/10.jpg)
10
ADVERTISING’S ORIGINAL MISSION
![Page 11: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/11.jpg)
11
DOMAIN SPOOFINGDECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY
![Page 12: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/12.jpg)
12
DOMAIN SPOOFINGDECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY
Film piracy site
Sleazy network
Fashion site
![Page 13: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/13.jpg)
13
ADVERTISING’S ORIGINAL MISSION
![Page 14: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/14.jpg)
14
LOCATION FRAUD
![Page 15: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/15.jpg)
WHERE DOES IT COME FROM?
![Page 16: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/16.jpg)
16
BOOSTING YOUR TRAFFIC
• “Free” traffic- SEO- Syndication- Social media- PR
• Paid traffic- Display advertising•CPC, CPM
- SEM•CPC
- Bulk traffic
![Page 17: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/17.jpg)
17
RACE TO THE BOTTOM
![Page 18: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/18.jpg)
HOW CAN WE STOP IT?
![Page 19: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/19.jpg)
19
CHOOSE YOUR PARTNERS CAREFULLY
![Page 20: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/20.jpg)
20
DON’T BUY IN BULK
![Page 21: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/21.jpg)
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
![Page 22: FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015.](https://reader036.fdocuments.in/reader036/viewer/2022062715/56649d805503460f94a64d98/html5/thumbnails/22.jpg)
THANK YOU!Jason Shaw| [email protected]