Ad Fraud

Ad Fraud Interview With Focus Agency

Read Shailin Dhar's interview with Petr Michl of Focus Agency. This interview follows Method Media Intelligence's presentation at the 2017 Prague Marketing Festival. 

Shailin commented on how ad fraud has become such an easy way to generate illegitimate revenue, and marketers are currently behind the curve on preventing wasted spend. Last year US advertisers were estimated to spend $7-8B delivering ads to robotic visitors, while less than $0.2B was spent on ad fraud prevention. 

Method Media Intelligence serves advertisers by detecting invalid impressions and working with agencies to account for the use of advertising dollars. Proactive auditing is one tool MMI uses to empower advertisers to generate a higher return on advertising spend. 

Ad Fraud off the Charts

In the April 1st AdContrarian newsletter, Praneet Sharma of Method Media Intelligence points out the main reason that fraud estimates are widely inaccurate.

In December, CNBC reported $237B would be spent on digital advertising in 2018, and the Wall Street Journal reported 28% of internet traffic showed "non-human signals". Using this projection, $66.4B of advertising spend will be spent on fraud this calendar year. 

Since fraudsters are one step ahead, it is reasonable to assume there is some undetected fraud. Praneet believes that "avoiding detection will be the major obstacle that fraudsters will present."

The Advertising Industry Needs to Balance out Its Programmatic Transparency Quest

The Drum’s digital editor Ronan Shields reflects on some of the key talking points of The Drum’s Programmatic Punch, NYC, conference hosted earlier this week. Method Media Intelligence's Shailin Dhar was on the ad fraud panel, discussing how advertisers and agencies can win the fight against fraud in this industry.

Shailin added that “fraud is not 5%, it’s more like 50%, when you look at the amount of non-human traffic on the web, you’d be looking at almost 60% [of total traffic], the fact that we’re pretending [it's not that big of a problem] is just bizarre".

Method Media Intelligence to Present at Programmatic Punch on March 28th in New York City

Shailin Dhar of Method Media Intelligence will be presenting at Programmatic Punch on March 28th in New York City. Programmatic Punch is a one-day event by The Drum focused on changes in the digital advertising industry. 

Shailin Dhar and Mike Zaneis, CEO of TAG, will be the ad fraud panel members. Specifically, the speakers will discuss how ad fraud effects every aspect of marketing and the damage that is done to brands when they appear against inappropriate content. 

Lessons on Preventing Ad Fraud and How to Seal the Cracks - The Drum

Read an interview between Shailin Dhar and Danielle Gibson of The Drum. In this interview, Shailin describes how current industry practices allow ad fraud to continue.

In addition, Shailin details MMI's "exoneration method", which starts with the assumption that traffic is invalid and seeks to validate, using a "guilty until proven innocent" approach to detection. In addition, MMI's traffic quality metrics are determined by measuring 100% of impression events as opposed to sampling only a fraction of a whole data set. 

For more, read the full interview.

Inside Adform’s ‘Hyphbot’ ad fraud takedown - TheDrum

Read this article from Ronan Shields of The Drum, in which the operation of "Hyphbot" is described. Hyphbot is the name of a botnet discovered by Adform, estimated to be generating revenues of $500,000/day. Adform's CRO, Jay Stevens, called Hyphbot a "call to arms" for the adtech industry.

Adform consulted MMI for peer review prior to the publication of their findings.