Digital Ad Fraud
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Adtech Fraud
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Why Fraudulent Ad Networks Continue to Thrive
Harvard Business Review
https://hbr.org/2015/10/why-fraudulent-ad-networks-continue-to-thrive
https://goo.gl/R00eXF
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DoubleClick Ad Exchange’s impact on publisher revenue in Europe74% of real-time bidding buyers will pay a premium for quality environmentsGooglehttp://static.googleusercontent.com/media/www.google.com/en//doubleclick/pdfs/DoubleClick-A4_2pp_Ad_Exchnage_WP_UK_WEB.pdf
http://goo.gl/lXQiN8
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Waste
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77% of Display Ads are Never Seen: Sticky77% of display ads are never seenClickZhttp://www.clickz.com/clickz/column/2301708/77-of-display-ads-are-never-seen-sticky
http://goo.gl/qY5RkC
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Measuring the Fat Fingers Problem38% of clicks on online banner ads are accidentaleMarketerhttp://www.emarketer.com/Article/Measuring-Fat-Fingers-Problem/1009470
http://goo.gl/qnbddt
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The Great Unwatched57% of video ads are never seenNew York Timeshttp://www.nytimes.com/2014/05/04/business/the-great-unwatched.html?_r=0
http://goo.gl/5ONZ8J
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8% of Internet Users Account for 85% of all Clicks8% of internet users account for 85% of all online clicksMediaPosthttp://www.mediapost.com/publications/article/115210/8-of-internet-users-account-for-85-of-all-clicks.html
http://goo.gl/YOG5tv
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Inefficiencies of Exchange Traded Media10 to 40% of Imps are served to users with frequency that is too low to influence their behaviorAttribution 101http://www.attribution101.com/online-measurement-analytics/inefficiencies-of-exchange-traded-media/
http://goo.gl/mlhUYP
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Inefficiencies of Exchange Traded Media5 to 30% of Imps are served to users with frequency greater than 100 over the previous 30 days (the more vendors, the higher the waste due to redundant reach and excessive retargeting)Attribution 101http://www.attribution101.com/online-measurement-analytics/inefficiencies-of-exchange-traded-media/
http://goo.gl/mlhUYP
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Inefficiencies of Exchange Traded Media. +/- 7% of viewable inventory is served on ad farm pages (more than six ads)Attribution 101http://www.attribution101.com/online-measurement-analytics/inefficiencies-of-exchange-traded-media/
http://goo.gl/mlhUYP
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Inefficiencies of Exchange Traded Media. +/- 60% of legitimate inventory is not viewable per IAB standardAttribution 101http://www.attribution101.com/online-measurement-analytics/inefficiencies-of-exchange-traded-media/
http://goo.gl/mlhUYP
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PPV Networks Cost $180M in Fraud500 million invalid impressions generated from PPV networks, with a cost to advertisers of $180 million annually
Performance Marketing Insider
http://performinsider.com/2013/08/ppv-networks-cost-180m-in-fraud/
http://goo.gl/IcdTIb
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Study: 86% Of Consumers Suffer From Banner Blindness86% Of Consumers Suffer From Banner BlindnessAdotashttp://www.adotas.com/2013/03/study-86-of-consumers-suffer-from-banner-blindness/
http://goo.gl/EAgSHX
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VIEWABILITY INFOGRAPHIC REVEALS 54% OF ALL DIGITAL ADVERTISING ISN’T SEEN54% OF ALL DIGITAL ADVERTISING ISN’T SEENInfectious Mediahttp://www.infectiousmedia.com/viewability-infographic-reveals-54-digital-advertising-isnt-seen/
http://goo.gl/E6goie
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Robots
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Report: Bot traffic is up to 61.5% of all website traffic61.5% of all web traffic is not generated by humans (up 21% from last year)Incapsulahttps://www.incapsula.com/blog/bot-traffic-report-2013.html
https://goo.gl/rNruCN
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Consortium To Combat Click Fraud MootedExchange Wirehttps://www.exchangewire.com/blog/2014/01/30/consortium-to-combat-click-fraud-mooted/
https://www.exchangewire.com/blog/2014/01/30/consortium-to-combat-click-fraud-mooted/
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Digital Ad Industry Must Take Fraud Seriously36% of all Internet traffic is non-human
Performance Marketing Insider
http://performinsider.com/2014/02/digital-ad-industry-must-take-fraud-seriously/
http://goo.gl/HEJjBm
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A 'Crisis' in Online Ads: One-Third of Traffic Is Bogus36% of all Web traffic is considered fake, the product of botnets
The Wall Street Journal
http://www.wsj.com/news/articles/SB10001424052702304026304579453253860786362
http://goo.gl/u1bq9O
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Botnet Fraud to Cost $11.6 Billion$11.60 Billion lost to advertisers due to Botnets in 2014, up 22% from 2013.
Performance Marketing Insider
http://performinsider.com/2014/01/botnet-fraud-to-cost-11-6-billion-in-wasted-ad-spending-in-2014/
http://goo.gl/cwevD5
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[REPORT] Up to $9.5 Billion in Fraud$9.5 Billion lost to bots and other non-human entities.
Performance Marketing Insider
http://performinsider.com/2013/09/report-up-to-9-5-billion-in-fraud/
http://goo.gl/EMllRD
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Affinity Takes Major Step to Combat Ad Fraud$9.5 Billion lost to click-bots and other non-human traffic over the years, and this number is growing rapidly.
Performance Marketing Insider
http://performinsider.com/2013/09/affinity-takes-major-step-to-combat-ad-fraud/
http://goo.gl/Bw6kMe
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Global Bot Traffic on Pace to Waste Up to $9.5B in 2013 Ad BudgetsBot traffic affecting the online advertising ecosystem has grown from 10% to at least 24% Solve Mediahttp://news.solvemedia.com/post/60777828761/global-bot-traffic-q3-2013
http://goo.gl/RtKJBZ
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Fraud
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Inefficiencies of Exchange Traded Media. +/- 20% of exchange-traded inventory is deemed fraudulent, according to the Integral Ad Science Semi-Annual Review 2013[TH1] .Attribution 101http://www.attribution101.com/online-measurement-analytics/inefficiencies-of-exchange-traded-media/
http://goo.gl/mlhUYP
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Online Ad Fraudsters Are Stealing $6 Billion From Brands: Security firm White Ops claims 1 in 6 PCs infected by bots20 percent to 90 percent of ads and clicks are fraudulent—i.e., the result of bots, not humans.AdWeekhttp://www.adweek.com/news/advertising-branding/online-ad-fraudsters-are-stealing-6-billion-brands-152823
http://goo.gl/y5lFU4
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Online Ad Fraudsters Are Stealing $6 Billion From Brands: Security firm White Ops claims 1 in 6 PCs infected by bots$6 billion is being stolen from advertisers—$6 billionAdWeekhttp://www.adweek.com/news/advertising-branding/online-ad-fraudsters-are-stealing-6-billion-brands-152823
http://goo.gl/y5lFU4
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[REPORT] Up to $9.5 Billion in Fraudbetween 43 and 46% of web advertising and 29-35% of mobile advertising is displayed to ‘suspicious’ visitorsSolve Mediahttp://news.solvemedia.com/post/60777828761/global-bot-traffic-q3-2013
http://goo.gl/eJ8xN4
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CAKE and CPA Detective Bring a Comprehensive Online Fraud Detection Solution to the Performance Marketing Industryup to 30% of internet transactions are marked as fraudulent CPA Detectivehttp://www.prweb.com/releases/cpadetective/cake/prweb11025581.htm
http://goo.gl/7TLeia
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Study: Adtech Fraud Costs Advertisers $7 Million Per Month1,200 websites are defrauding advertisers of $6.8 million per month, according to a new study.Business Insiderhttp://www.businessinsider.com/study-adtech-fraud-costs-advertisers-7-million-per-month-2013-5
http://goo.gl/8tJt9x
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Is fraud a problem in your business?85% of companies are already victims of fraud, and that’s just where fraud has been detectedFraudCrackerhttp://www.fraudcracker.com/is-fraud-a-problem-in-your-business.html
http://goo.gl/iP9Ybo
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Ad fraud is stealing billions from the US media industry$6-$18 billion is stolen every year in the US because of ad fraud.ZDNethttp://www.zdnet.com/article/ad-fraud-is-stealing-billions-from-the-us-media-industry/
http://goo.gl/g5d1It
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A 'Crisis' in Online Ads: One-Third of Traffic Is BogusFraudsters stole some $6 billion in the U.S. alone. last year
The Wall Street Journal
http://www.wsj.com/news/articles/SB10001424052702304026304579453253860786362
http://goo.gl/ZhsNdI
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Confessions of an ad tech veteran on fraud: 'Advertisers need to react to what’s happening'Digiday.comhttp://digiday.com/agencies/confessions-media-ad-tech-veteran-much-advertiser-apathy-toward-ad-fraud/
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Online ad revenue at risk in war on 'click fraud'reuters.com
http://www.reuters.com/article/us-advertising-cyberfraud-idUSKBN0MJ0Z820150323?irpc=932&utm_source=LinkedIn&utm_medium=social&utm_campaign=enterprise365&utm_content=newsrooms+insight&e365_post_id=1445
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Other
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Fraudulent traffic: adventures in ad farmingAd farmingDigidayhttp://digiday.com/publishers/ad-farming-adventures/
http://goo.gl/NYiv6c
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Over 10,000 Identity Fraud Rings Exist in U.S.10,000 identity fraud rings throughout the country.Forbeshttp://www.forbes.com/sites/moneybuilder/2012/11/16/over-10000-identity-fraud-rings-exist-in-u-s/
http://goo.gl/giOS7z
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Over 10,000 Online ID Fraud Rings Uncovered in United StatesResearchers at ID Analytics estimate there are more than 10,000 criminal rings dealing in identity fraud in the United States. SecurityWeekhttp://www.securityweek.com/over-10000-online-id-fraud-rings-uncovered-united-states
http://goo.gl/miixzc
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[REPORT] Up to $9.5 Billion in FraudIn addition to cash losses, botnets are also taking up a significant amount of bandwidth
Performance Marketing Insider
http://performinsider.com/2013/09/report-up-to-9-5-billion-in-fraud/
http://goo.gl/eJ8xN4
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IAB to Advertisers and Content Providers: 'We Messed Up'AdAgehttp://adage.com/article/digital/iab-advertisers-content-providers-messed/300919/
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Report: For Every $3 Spent on Digital Ads, Fraud Takes $1AdAgehttp://adage.com/article/digital/ad-fraud-eating-digital-advertising-revenue/301017/
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Improvements
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Integral Ad Science Quarterly Media Quality Report Reveals Changes in Bot BehaviorChanges in Bot Behavior
Integral Ad Science Quarterly Media Quality Report
http://www.marketwired.com/press-release/Integral-Ad-Science-Quarterly-Media-Quality-Report-Reveals-Changes-in-Bot-Behavior-1873636.htm
http://goo.gl/VpRa98
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Ad Fraud Improving but Lots of Work AheadSuspicious ad activity dropped from 30% in Q4 2012 to 13% in Q4 2013
Performance Marketing Insider
http://performinsider.com/2014/02/ad-fraud-improving-but-lots-of-work-ahead/
http://goo.gl/b4MJjf
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A 'Crisis' in Online Ads: One-Third of Traffic Is BogusSpending on digital advertising will rise nearly 17% to $50 billion in the U.S. this year. That would be about 28% of total U.S. ad spending. Just five years ago, digital accounted for only 16%.
The Wall Street Journal
http://www.wsj.com/news/articles/SB10001424052702304026304579453253860786362
http://goo.gl/u1bq9O
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The Mobile Advertising Ecosystem Beyond Facebookglobal mobile advertising spend was $13.1 billion USD in 2013 and is projected to rise to almost $42 billion USD by 2017.
Gartner Research
http://www.tune.com/blog/top-25-mobile-advertising-ecosystem/
http://goo.gl/DD63bu
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Investigate
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topppcs.com Announces November 2013 Rankings of Best ad NetworksTop 10 Best Ad Networkstopppcs.comhttp://www.prweb.com/releases/2013/11/prweb11326622.htm
http://goo.gl/XMDuxU
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White House Announces "Best Practices" For Advertising Networks and Online PiracyIntesting article that the white house put out best practice standards around Ad networksRIAAhttps://www.riaa.com/newsitem.php?content_selector=newsandviews&news_month_filter=7&news_year_filter=2013&id=3986CEF1-84C2-CCCF-2290-4053CC2749C9
https://goo.gl/MH0XGJ
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Is fraud a problem in your business?According to the Association of Certified Fraud Examiners, companies lose on average 7% of turnover to fraud. FraudCrackerhttp://www.fraudcracker.com/is-fraud-a-problem-in-your-business.html
http://goo.gl/iP9Ybo
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Say Media Slows Payments to Publishers in Its Ad Network, Blames AdvertisersSay Media told publishers in its ad network that it will begin paying them on a 120-day payment schedule effective Apr. 1, slowing payment from an average of 85 to 90 days.AdvertisingAgehttp://adage.com/article/digital/media-slows-payments-publishers-ad-network/292342/
http://goo.gl/1HcXS2
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Say Media Slows Payments to Publishers in Its Ad Network, Blames Advertisers Procter & Gamble last year stretched its payment term to 75 days. Mondelez followed, going all the way to 120 days, citing goals like "efficiency" and "predictability of payment processes."AdvertisingAgehttp://adage.com/article/digital/media-slows-payments-publishers-ad-network/292342/
http://goo.gl/1HcXS2
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Say Media Slows Payments to Publishers in Its Ad Network, Blames AdvertisersA report last December from the Association of National Advertisers found that 43% of marketers had lengthened payment terms for some marketing services in the past yearAdvertisingAgehttp://adage.com/article/digital/media-slows-payments-publishers-ad-network/292342/
http://goo.gl/1HcXS2
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I Didn't Buy That': Friendly Fraud Costs Retailers $11.8 Billion a YearOf the $2.07 trillion Visa credit card transactions that occurred last year, cardholders disputed $765.9 million of them. In total, chargebacks cost business owners more than $11 billion.DailyFinancehttp://www.dailyfinance.com/2014/03/20/friendly-fraud-costs-retailers-billions/
http://goo.gl/3QmRTg
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General Sources
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The Click Fraud ReportGooglehttp://www.slideshare.net/Adometry/a-24500941
http://goo.gl/Ye0aQ5
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Ad Fraud: Are Your Digital Dollars Going Down The Drain?Adobehttp://www.cmo.com/articles/2014/6/9/ad_fraud_digital.html
http://goo.gl/SuLn6Q
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Fixes
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Better click quality on display ads improves the user and advertiser experienceGooglehttp://adwords.blogspot.ca/2015/06/better-click-quality-on-display-ads.html
http://goo.gl/gQtEBg
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New
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Ad blocking wars - As society gets savvy to opting out of ads, will the media empires strike back?http://www.thedrum.com/news/2015/10/29/ad-blocking-wars-society-gets-savvy-opting-out-ads-will-media-empires-strike-back
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Why Fraudulent Ad Networks Continue to Thrivehttps://hbr.org/2015/10/why-fraudulent-ad-networks-continue-to-thrive?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow
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Everything You Need To Know About Programmatic - Episode Onehttps://www.youtube.com/watch?v=_dafWzbZdOU
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Everything You Need To Know About Programmatic – Episode Twohttps://www.youtube.com/watch?v=Z9ID1NAI7MU
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Everything You Need To Know About Programmatic – Episode Threehttps://www.youtube.com/watch?v=WXwCLhaoR9Q
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How a crisis of morality is slowly killing marketinghttp://www.canadianbusiness.com/blogs-and-comment/no-trust-no-profit/
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Facebook has pulled a big ad-tech project because there were too many bots and bad-quality adshttps://ca.finance.yahoo.com/news/facebook-pulled-big-ad-tech-160000377.html
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US telcos appear to be selling direct, non-anonymized, real-time access to consumer telephone data to third party services — not just federal law enforcement officials — who are then selling access to that data.https://medium.com/@philipn/want-to-see-something-crazy-open-this-link-on-your-phone-with-wifi-turned-off-9e0adb00d024
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From Amazing To Appallinghttp://adcontrarian.blogspot.ca/2017/10/from-amazing-to-appalling.html
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Is digital advertising the biggest fraud in history?https://www.geberconsulting.com/news/is-digital-advertising-the-biggest-fraud-in-history
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‘Endemic’ fraud threatens digital advertising budgetshttps://www.ft.com/content/8e2f59c0-2b01-11e6-a18d-a96ab29e3c95
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The Beginner’s Guide To Digital Ad Fraudhttp://adprofs.co/beginners-guide-to-digital-ad-fraud/
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Google’s Report That 56% Of Ads Aren’t Seen Isn’t Shocking & Here’s Whyhttps://marketingland.com/googles-report-56-percent-ads-arent-seen-isnt-shocking-heres-110433
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The Biggest Online Ad Fraud Rings Discovered (So Far)https://ppcprotect.com/ad-fraud-rings/
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Look at This Massive Click Fraud Farm that Was Just Busted In Thailandhttps://motherboard.vice.com/en_us/article/43yqdd/look-at-this-massive-click-fraud-farm-that-was-just-busted-in-thailand
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BANNERS HAVE 99 PROBLEMS AND A CLICK AIN’T ONEhttps://marketinginsidergroup.com/content-marketing/banners-99-problems/
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