Marketing Science Consulting Group, Inc. presents the latest Digital Ad Fraud Benchmarks and Original Research by Dr. Augustine Fou

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Dr Augustine Fou presents key findings, benchmarks, and best practices in fighting digital ad fraud. Dr. Fou is an independent researcher and consultant who provides objective and practical recommendations to brand advertisers to detect and reduce fraud in their digital advertising.

Past News Releases


Digital Ad Fraud Continues to Increase

In 2014, digital ad fraud finally got the mainstream attention of the news media, ad agencies, and advertisers. But why haven't the anti-fraud efforts made any significant dent in the amount of fraud across all forms of digital ads? We analyze the technical aspects of how fraud is committed and how different technologies and techniques are used to fight fraud.

The Four Main Types of Digital Fraud

There are 4 main types of digital ads: 1) CPM - where advertisers pay for every thousand ad impressions served, 2) CPC - where advertisers pay for each click, 3) CPL - cost per lead, and 4) CPA - affiliate revenue share for completed sales. Ad fraud focuses on the first 2 types, because together they represent 84% of digital ad spend. Video ad fraud is impression based; and mobile ad fraud can be grouped into mobile display versus mobile search.

Detecting and Reducing Bot Activity is Crucial in Fighting Ad Fraud

Bots, or automated computer programs, are the primary tool used by fraudsters to create fake traffic, ad impressions, views, and clicks. These bots can also be used to create fake webpages, fake profiles on Facebook, Twitter, and Linkedin, and to perform fake human-like actions such as mouse movement, page scrolling, and solving-captchas. Having first-hand data to detect bot activity and then taking steps to mitigate it is critical to reducing ad fraud.

Dr. Augustine Fou ( ) applies technical forensic analysis to study how digital ad fraud is committed. He advises clients on selecting the right "combo-therapy" of anti-fraud technologies to use in their specific cases and digital advertising channels. He applauds and supports the efforts of industry trade associations like the IAB, MRC, 4A's, ANA, ARF, and others in their fight against digital fraud. Dr. Fou recommends clients leverage the technologies and services of "good guys" like WhiteOps, Integral Ad Science, DoubleVerify, Forensiq, Pixalate, Rocket Fuel, and Solve Media.

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Dr. Augustine Fou
since: 03/2007
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