screen grabs of what bad guy sites look like and how they commit click fraud, and also impression fraud and even affiliate fraud all at the same time

1. Proof Positive
Examples of Ad Fraud
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
November 2013
-1-
Augustine Fou

2. Suspected display ad fraud
19 blocked ads on page
site = analyzecanceradvice .com
-2-
Augustine Fou

3. Pages/Ads in Hidden iFrames
• Hidden layers or iframes
• Location of ad registeres as
“viewable” (above fold)
Source: Spider.io May 2, 2013
-3-
Augustine Fou

4. Suspected click fraud
Sears Ad in #2 Spot
-4-
Augustine Fou

5. Sears.com Target Page
http://www.sears.com/tvselectronics-televisions-ledtvs&50%20to%2059%20i
n._LG/b1231474483?filter=Screen
%20Size_Brand&keyword
Search=false&previousSor
t=ORIGINAL_SORT_OR
DER&viewItems=55&sid
=ISx20070515x00001d&p
sid=14x2398612&knshCri
d=3146729990&k_clickI
D=1b83b3c2-6d5b-f62913f5-00006d4661fa
-5-
Augustine Fou

6. Big Spenders in Paid Search
Macys.com
$930k /mo
Sears.com
$1.3M /mo
-6-
Augustine Fou

7. Exhibit 1
-7-
Augustine Fou

8. healthsiteproductionalways.com
buy eye cream online
-8-
Augustine Fou

9. healthsiteproductionalways.com
Olay.com ad
in #1 position
-9-
Augustine Fou

10. Destination: Olay.com
http://www.olay.com/skincare-products/OlayProX?utm_source=msn&utm
_medium=cpc&utm_camp
aign=Olay_Search_Deskto
p_Category+Interest+Prod
uct.Phrase&utm_term=eye
%20cream&utm_content=
TZsrSzFz_eye%20cream_
p_2990456911
Click thru URL
passing fake source
- 10 -
Augustine Fou

11. Exhibit 2
- 11 -
Augustine Fou

12. thelifevibe.com
residential home cleaning
- 12 -
Augustine Fou

13. thelifevibe.com
Clorox.com
ad in #2
position
- 13 -
Augustine Fou

14. Destination: Clorox.com
http://www.clorox.com/cleani
ng-and-laundrytips/disinfecting/cold-andflu/disinfect-andprotect/?utm_source=bing&ut
m_medium=cpc&utm_term=
Cleaning+A+Home&utm_ca
mpaign=ColdFlu
Click thru
URL passing
fake source
- 14 -
Augustine Fou

15. Exhibit 3
- 15 -
Augustine Fou

16. analyzecanceradvice.com
$1.31 CPC
- 16 -
Augustine Fou

17. analyzecanceradvice.com
- 17 -
Augustine Fou

18. Cascadeclean.com
http://www.cascadecl
ean.com/us/cascade/?
utm_source=bing&ut
m_medium=cpc&ut
m_term=dishwashers
%20detergent&utm_
campaign=Cascade_
Search_Desktop_Cat
egory+Interest_7.13
&utm_content=fWX
aDoYk|d_299859231
4_e_dishwashers%2
0detergent
- 18 -
Augustine Fou

19. Exhibit 4
- 19 -
Augustine Fou

20. findhealthopinion.com
- 20 -
Augustine Fou

21. findhealthopinion.com
- 21 -
Augustine Fou

22. Swiffer.com
http://www.swiffer.c
om/?utm_source=bin
g&utm_medium=cpc
&utm_term=swiffer
&utm_campaign=Sw
iffer_Search_Deskto
p_Brand+Awareness
&utm_content=33Nx
Th34_1756411066_e
_swiffer
- 22 -
Augustine Fou

23. More Bad Guy Sites
- 23 -
Augustine Fou

24. More Identical Sites
http://picturesandbox.com/screengrab/grid.php
- 24 -
Augustine Fou

25. Dozens of Identical Sites
1
2
6
7
3
8
4
5
9
10
11
- 25 -
12
13
14
15
16
17
Augustine Fou

26. Related Articles
Bad Guys Happily Rob Display Advertisers
By: Augustine Fou, July 23, 2012
Everything Fake (Display Ad Fraud, Search Click Fraud)
By: Augustine Fou, April 2013
Blacklisting vs Whitelisting
By: Augustine Fou, October 2013
Visual Proof of Click Fraud
By: Augustine Fou, November 2013
How Display Ad Fraud Works
By: Augustine Fou, May 2013
- 26 -
Augustine Fou

27. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights and fast-feedback loops from
digital, we can not only target brand ads
better, but we can detect and mitigate ad
fraud and waste.”
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
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
- 27 -
@acfou
Augustine Fou