What is online ad fraud and what does um do about it

WHAT IS

ONLINE AD

FRAUD AND

WHAT DOES UM

DO ABOUT IT?

Ad fraud is big news

Ad fraud has been around for a while:

Click farm early 2000’s

Ads served outside of geo fence

Odd click patterns

Impressions delivered at odd hours

Fluctuating conversion rates

It used to be easier to detect

But the way we buy digital media is changing

Ad fraud has become more prevalent as the

supply chain complicates

A fraudulent impression is one that has no potential to be seen by a human user

Impression served to a bot

Invisible impression served to a human user

Defining ad fraud today?

Ad StackingPlacing multiple ads

on top of one other in

a single ad placement,

with only the top ad in

view

Examples of ad fraud

AD

Illegal botsNon human user

agents producing

HTTP web traffic

Domain Spoofing

Pixel StuffingStuffing an entire ad-

supported site into a

1x1 pixel

Make advertisers think

fake sites are those of

reputable publishers

How do ad fraud bots work

Exchanges /

NetworksMonetisation3

Premium

sites

Profile

creation2

Bot infection1

Source: Integral Ad Science

Not all bots are bad

Trading Bot Media Bot Spider Bot

How do we know they are bots?

Bot clicks vs humans

3.5%

10.5%

16.5%

Direct Publishers Networks Exchanges

Scale of the ad fraud problem

Source: Integral Ad Science Q2 2014 Media Quality Report

% of impressions

TOTAL

11.5%

Who are the participants?

What does UM do about ad fraud?

We partner with & support industry leaders

Industry Tools Industry Bodies

Global and UK Relationships

We use Integral Ad Science to block all

fraudulent traffic*

98% visibility of the web

*UM London

Ad fraud detection technology identifies fraudulent impressions, and

thus infected machines

By subscribing to an Anti-Targeting Pixel Solution, UM is alerted in real-

time of infected machines and can avoid serving impressions to bots

We use machine level detection

18

Source: Integral Ad Science

TRAQ score for programmatic media:

Bid on the highest quality inventory

Pre-bid Integrations

• Exclude fraudulent

impressions from pre-bid

targeting.

• Apply anti-targeting segment

or supply ad server pixel to

eliminate fraud in real-time.

Brand safety: A multi-layered approach to ensure ads run in appropriate sites adjacent to appropriate content

Practice Method

Inventory Validation Human curation; all Inventory is vetted by

Cadreon team for adherence to IAB standard

content and maturity classifications

Cadreon Universal Ban List Cadreon’s Universal Ban List (UBL) is applied

across all buys. Sites are banned for inappropriate

content, fraudulent activity and other non-

compliant activities. The list is updated regularly

3rd Party Data Validation 3rd party platform integrated to the buying of

quality media to ensure safe environments and

quality exposures

Practice Method

Ad blocking against

inappropriate content

Ad safety partners have C. 98% visibility of the web allowing

UM to set content appropriateness thresholds by client

Viewability Optimisation Optimise towards inventory in view according to industry

standard metrics

Ad collision UM Can block more than one campaign ad appearing on a

page

Brand safety: A multi-layered approach to ensure ads run in appropriate sites adjacent to appropriate content

Ad fraud is prevalent & has been for a long time

The best example of a fraudulent ad impression is one that can never be viewed by a human

Bots are estimated to account for 12% of all ad impressions

Not all bots are malicious

It is the responsibility of agencies to use best in class ad fraud software to block them or work with industry accredited media partners

Brand safety is wider than fraud so a multi layered approach is needed

In Summary

Thanks for your time