Ad Fraud From Bots & Fraudulent Traffic Expands

By on 05/28/2014 6:10 PM @daisywhitney

While low-quality inventory has plagued online advertising for some time, fraudulent advertising is relatively new but is growing, says Scott Knoll, CEO of  brand safety technology firm Integral Ad Science, during an interview with Beet.TV. “Video is a big area because it has higher CPMS, but you’re not always getting what you pay for. Fraud is an ad that has no chance of being seen by a human, while low-quality ads are just low-quality ads,” he says in explaining the difference.

The amount of fraud is increasing, though it’s hard to pinpoint how much traffic is fraudulent. Nonetheless, fraudsters are increasingly relying on botnets to create the appearance of legitimate traffic on web sites. Ads can then be sold via ad exchanges on fake sites as a result of this fraudulent traffic. ”Botnets are new and getting attention, and they direct people to a web site and get credit, and inventory is purchased and changes hands but no human saw it. Bots purposely scroll the ad into view for a long period of time to make sure the whole ad is seen and then stop there. Every metric we use in the industry, the bots are figuring out how to back into.”

The level of fraud varies with sites. “If a site has fraud that doesn’t mean it’s a bad site. A lot of times a site doesn’t know it has it. We see it across the board. But where the money is made is where we need to stop it,” he says. That’s usually in fake sites that are monetized with layers of money laundering surrounding fake ads, he says. Integral Ad Science aims to provide metrics for buyers and sellers to use to understand how to buy and sell ads in this environment.

Recent Videos
image
IAB’s Shah: Too Many Viewability Platforms Will Hurt Industry

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. ...

image
Marketers Can Reach ‘Meerkats’ With Mobile: Weather Channel’s Dan Young

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young ...

image
Ooyala Buying Videoplaza To Enhance Video Advertising Breadth

They are two of the best-known names in online video service provision – and now they are coming together as one. Video streaming service Ooyala, itself now owned by Australian telco Telstra, is acquiring its video advertising peer Videoplaza. The buying company says the deal “allows Ooyala to ...

image
Videology Opens TV Practice To Make Buying Smarter

Videology has established a strong profile for itself by helping TV ad buyers make intelligent decisions to buy online video ads. Now it wants to help them buy good old fashioned TV ads in the same way. The New York-based company is opening a dedicated TV practice. As CEO Scott Ferber tells The Wall Street ...

image
Interstitial Better Than Auto-Play: Jun CEO Mulls New Mobile Ads

CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own. ...

image
Facebook is Redefining the Value of of Video Autoplay, Vivek Shah

Historically, videos which start automatically on Web pages and in mobile apps can be offensive to users, but the approach taken by Facebook by setting videos to autoplay without sound, is an important step forward for publishers and marketers, says Vivek Shah, chairman of the IAB and CEO of Ziff Davis, in ...

image
Mindshare’s Cridlin to Brands: Stop Seeking Fans on Facebook — “Organic Reach Is Non-Existent”

CHICAGO – Put your money where your mouth is. That’s the new mantra of digital ad execs who believe gaining free audiences by building viral social audiences is over. “There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim ...

image
AETNA Allocates Most Ad Spend to Digital; Big Piece is Programmatic Video

For the giant insurer AETNA, a majority of its advertising budget is spent on digital media and at least 10 percent of the total spend going to programmatic video, says Gary Templeton, head of media,  in this interview with Beet.TV With advent of the Affordable Health Care Act, AETNA has been focused  on ...

image
Brand Pair-Ups with Publishers Can Drive Key Metrics, Maxus’ Bahler

CHICAGO — Working with a publisher partner can be a smart strategy for branded content, especially to drive awareness and visibility, says Spencer Bahler, Managing Director-Chicago at Maxus in an interview with Beet.TV. “We have some challenger brands we represent and we look to partnerships to ...

image
Leo Burnett’s Geraghty on Branded Content Breakthroughs for Coke, P&G

CHICAGO — Coca-Cola’s groundbreaking small world machines campaign has won awards and reached around the world, but it wasn’t easy to pull off. The goal of the branded content effort was to showcase corporate responsibility but also bridge borders, says Vincent Geraghty, EVP and Executive ...

image
Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this ...

image
Mobiles Are Now Subscribers’ TVs & DVRs: Comcast’s Strauss

In the age of smart glass everywhere, what’s the difference between a TV and a phone anymore? Comcast Cable wants to give its subscribers value by offering them content from their home TV on devices out of home. In this video interview, the company’s video services SVP and GM Matt Strauss tells ...

loader