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What you don’t know about ad fraud can hurt you

digital ad fraud

digital ad fraudEveryone knows about digital ad fraud, but do you know how to protect yourself as an advertiser? I have to admit that I really didn’t really understand the magnitude of the problem and I didn’t understand what to do. If you are like me, then you need to listen to the interview Tim Peter and I recently did with Augustine Fou, an expert on ad fraud.

Augustine shared with us that if “it’s too high or too low or too consistent, there is a problem.” He said that your analytics can help you find the red flags that tell you to look deeper for potential problems, Specifically, he shared that “if you see 100% bounce rates or zero time on site, that is characteristic of bot activity.”

One of the reasons ad fraud is so tough to combat is that most of the fraud activity is detected after the fact, and asking for givebacks for your ads doesn’t take the money out of the bad guy’s pocket. So they will go do it again, so long as it is just a cost of doing business for the ad platforms. And you can’t just turn on some ad fraud detection technology and forget it, because some kinds of ad fraud can’t be detected very easily.

To hear more about what Augustine told us, listen to the full interview above.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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