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 environmentsGoogle
http://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 seenClickZ
http://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 accidentaleMarketer
http://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 Times
http://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 clicksMediaPost
http://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 101
http://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 101
http://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 101
http://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 101
http://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 BlindnessAdotas
http://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 Media
http://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)Incapsula
https://www.incapsula.com/blog/bot-traffic-report-2013.html
https://goo.gl/rNruCN
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Consortium To Combat Click Fraud MootedExchange Wire
https://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 Media
http://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 101
http://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.AdWeek
http://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 billionAdWeek
http://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 Media
http://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 Detective
http://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 Insider
http://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 detectedFraudCracker
http://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.ZDNet
http://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.com
http://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 farmingDigiday
http://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.Forbes
http://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. SecurityWeek
http://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'AdAge
http://adage.com/article/digital/iab-advertisers-content-providers-messed/300919/
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Report: For Every $3 Spent on Digital Ads, Fraud Takes $1AdAge
http://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.com
http://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 networksRIAA
https://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. FraudCracker
http://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.AdvertisingAge
http://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."AdvertisingAge
http://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 yearAdvertisingAge
http://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.DailyFinance
http://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 ReportGoogle
http://www.slideshare.net/Adometry/a-24500941
http://goo.gl/Ye0aQ5
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Ad Fraud: Are Your Digital Dollars Going Down The Drain?Adobe
http://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 experienceGoogle
http://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 Thrive
https://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 One
https://www.youtube.com/watch?v=_dafWzbZdOU
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Everything You Need To Know About Programmatic – Episode Two
https://www.youtube.com/watch?v=Z9ID1NAI7MU
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Everything You Need To Know About Programmatic – Episode Three
https://www.youtube.com/watch?v=WXwCLhaoR9Q
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How a crisis of morality is slowly killing marketing
http://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 ads
https://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 Appalling
http://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 budgets
https://www.ft.com/content/8e2f59c0-2b01-11e6-a18d-a96ab29e3c95
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The Beginner’s Guide To Digital Ad Fraud
http://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 Why
https://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 Thailand
https://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 ONE
https://marketinginsidergroup.com/content-marketing/banners-99-problems/
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