Augustine Fou - 1 - Dr. Augustine Fou acfou [at] mktsci.com http :// linkd.in/augustinefo July 2014 Bot Generated Pages, Sites, Content
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Augustine Fou- 1 -
Dr. Augustine Fouacfou [at] mktsci.comhttp://linkd.in/augustinefouJuly 2014
Bot Generated Pages, Sites, Content
Augustine Fou- 2 -
Bots Make Fake Websites
There has been a massive increase in fake websites using plagiarized content and stuffed full with ads.http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
Number of “
pure spam
” site
s
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Algo-generated PagesSource:http://www.highdefdigest.com/tags/show/Seiki_Digital
Characteristics:• typically blog platform• keywords optimized for each
post to attract organic traffic• content plaigiarized from press
releases and other sites• stuffed with display ads,
affiliate links or link bait
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Not Human-ReadableCharacteristics• Auto-generated by bots,
stuffed with search keywords• To attract organic search traffic• Not human readable (low
instance of natural phrases)• Stuffed with affiliate links and
display ads
Augustine Fou- 5 -
Ad Stuffed Pages85 ads on page
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Keyword Stuffed Pages
Alexa[no data]
Compete[no data]
Quantcast[no data]
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Forum Sites – ad per post
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Algo Generated Sites
Augustine Fou- 9 -
Identical Template Siteshttp://picturesandbox.com/screengrab/grid.php
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Hundreds of Identical Sites
Source: more screen captures http://picturesandbox.com/screengrab/grouped.php
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Bot Generated Facebook on Facebook
using many of the same images and randomized content
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Dr. Augustine Fou – Digital Consigliere“I advise clients on optimizing advertising across all channels. One main area of focus is reducing ad waste due to fraud – fake impressions, clicks, leads, and sales.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickzSlideshares: http://bit.ly/augustine-fou-slidesharesLinkedIn: http://linkd.in/augustinefou
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Related ArticlesFake YouTube VideosBy: Augustine Fou, December 2013
Fake Linkedin ProfilesBy: Augustine Fou, December 2013
Fake Facebook ProfilesBy: Augustine Fou, Dec 2013
Fake Twitter AccountsBy: Augustine Fou, August 2013
An Ecosystem of Digital Ad FraudBy: Augustine Fou, October 2013
Augustine Fou- 13 -
Digital Ad Fraud BriefingBy: Augustine Fou December 2013
Ad Fraud Fighting TechniquesBy: Augustine Fou October 2013
How Display Fraud WorksBy: Augustine Fou, May 2013
How Click Fraud WorksBy: Augustine Fou, November 2013
The Magnitude of Digital Ad FraudBy: Augustine Fou, November 2013
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APPENDIX
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Digital Ad Spend (IAB FY 2013)
Impressions(CPM/CPV)
Clicks(CPC)
Leads(CPL)
Sales(CPA)
Search 43%$18.5B
Video 7%$3.0B
Lead Gen 4%$1.7B
11% Other$4.8B
Source: IAB, FY 2013 Internet Advertising Report, April 2014$36.2B
Display 19%
$8.2B
Mobile 15%$3.7B$2.8B
NOTE: figures from IAB FY 2013
($43B annual ad spend)
CPM Performance
• classifieds• sponsorship• rich media• email
$6.5B
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Digital Ad Fraud EstimatesImpressions
(CPM/CPV)Clicks
(CPC)
Search$18.5B
$36.2B Ad Spend
Display$8.2B
Video$3.0B
Mobile$3.7B$2.8B
(U.S. digital ad spend only)
DollarsAvg Fraud Rate
$4B50%Display
$2B60%Video
$6B30%Search
$2B40%Mobile
$14BTOTALS 39%
Multiple sources
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