brand safety, mis-targeting of ads. Advertisers should focus more on users who "raise their hand" through search and then deliver the information they need, rather than 'spray and pray" using digital ads.

1. Augustine Fou- 1 -
Dr. Augustine Fou
acfou [at] mktsci.com
http://linkd.in/augustinefou
February 2014
Mis-Targeted Ads
& Brand Safety Issues

2. Augustine Fou- 2 -
The Problem
“Even if a SITE is appropriate – in this
case Slideshare.net (subsidiary of
LinkedIn) the ad could still be displayed
next to inappropriate content – in this
case AdultFriendFinder.”
-- Dr. Augustine Fou

3. Augustine Fou- 3 -
Brand Safety Issue
Carnival Cruise Line ad next to
AdultFriendFinder slideshare
Site:slideshare.net

4. Augustine Fou- 4 -
Brand Safety Issue
Site: break.com

5. Augustine Fou- 5 -
Brand Safety Issue
Geico ad next to
AdultFriendFinder slideshare

6. Augustine Fou- 6 -
Brand Safety Issue

7. Augustine Fou- 7 -
Brand Safety Issue
Kissimmee Florida ad next to
AdultFriendFinder slideshare

8. Augustine Fou- 8 -
Brand Safety Issue
3 Musketeers ad next to
AdultFriendFinder slideshare

9. Augustine Fou- 9 -
Brand Safety Issue
AT&T ad next to
AdultFriendFinder slideshare

10. Augustine Fou- 10 -
Brand Safety Issue

11. Augustine Fou- 11 -
Brand Safety Issue

12. Augustine Fou- 12 -
Brand Safety Issue

13. Augustine Fou- 13 -
Brand Safety Issue

14. Augustine Fou- 14 -
Brand Safety Issue

15. Augustine Fou- 15 -
Brand Safety Issue

16. Augustine Fou- 16 -
Brand Safety Issue

17. Augustine Fou- 17 -
Baby Metal NSFW
Sprint Framily
Ad
next to ..
Baby Metal
punk rock video

18. Augustine Fou- 18 -
What Advertisers
Can/Should Do

19. Augustine Fou- 19 -
Areas of Optimization
bots /not seen by humans
delivery
viewability
targeting
waste
reduction
improving
optimization
30%
40%
30%

20. Augustine Fou- 20 -
Improve Targeting
23% Ad Blocked
(PageFair)
54% Not In View
(comScore)
24 – 29% confirmed bot
(Solve Media)
25% On-Target Delivery
(Nielsen)
After waste reduction, advertisers can focus on improving targeting

21. Augustine Fou- 21 -
Related Articles
Fake YouTube Videos
By: Augustine Fou, December 2013
Fake Linkedin Profiles
By: Augustine Fou, December 2013
Fake Facebook Profiles
By: Augustine Fou, Dec 2013
Fake Twitter Accounts
By: Augustine Fou, August 2013
An Ecosystem of Digital Ad Fraud
By: Augustine Fou, October 2013
Augustine Fou- 21 -
Digital Ad Fraud Briefing
By: Augustine Fou December 2013
Ad Fraud Fighting Techniques
By: Augustine Fou October 2013
How Display Fraud Works
By: Augustine Fou, May 2013
How Click Fraud Works
By: Augustine Fou, November 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013

22. Augustine Fou- 22 -
Dr. Augustine Fou – Technical Forensics
“I advise clients on optimizing
advertising across all channels. One
main area of focus is reducing ad waste
due to fraud – fake impressions, clicks,
leads, and sales – which produces
immediate ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou