Podcast
Questions and Answers
What is the primary definition of ad fraud?
What is the primary definition of ad fraud?
- A tactic to increase ad impressions through legitimate means.
- A method of guaranteeing that ads are viewed by real users.
- Any deliberate activity that prevents the proper delivery of ads. (correct)
- The use of automated bots to increase engagement with ads.
Which of the following best describes programmatic advertising?
Which of the following best describes programmatic advertising?
- A manual process requiring human oversight for ad placements.
- A fully automated system relying on a complex ecosystem of players. (correct)
- A system that focuses solely on the delivery of print ads.
- A type of advertising limited to social media platforms.
What is a factor that determines whether an ad is considered viewable?
What is a factor that determines whether an ad is considered viewable?
- The total number of clicks received by the ad.
- If the ad is loaded and visible to users. (correct)
- The cost per thousand impressions (CPM).
- Whether the ad was served within a specified timeframe.
Which of the following entities are involved in the programmatic advertising ecosystem?
Which of the following entities are involved in the programmatic advertising ecosystem?
What is a significant challenge associated with ad fraud in digital advertising?
What is a significant challenge associated with ad fraud in digital advertising?
What is a primary motivation for fraudulent publishers in ad fraud?
What is a primary motivation for fraudulent publishers in ad fraud?
How does ad viewability impact advertisers?
How does ad viewability impact advertisers?
How do established ad exchanges typically operate in relation to ad fraud?
How do established ad exchanges typically operate in relation to ad fraud?
In the context of programmatic advertising, what is the role of a DSP?
In the context of programmatic advertising, what is the role of a DSP?
What is the significance of brand safety in digital advertising?
What is the significance of brand safety in digital advertising?
What method is used to commit location fraud in ad fraud scenarios?
What method is used to commit location fraud in ad fraud scenarios?
Which of the following represents a potential fraud method for high-quality publishers?
Which of the following represents a potential fraud method for high-quality publishers?
What is a challenge faced by alternative ad exchanges compared to established players?
What is a challenge faced by alternative ad exchanges compared to established players?
Which factor significantly affects the cost per mille (CPM) for publishers?
Which factor significantly affects the cost per mille (CPM) for publishers?
What is the estimated margin ad exchanges derive from advertising costs?
What is the estimated margin ad exchanges derive from advertising costs?
What common practice might fraudsters employ involving the class of publishers?
What common practice might fraudsters employ involving the class of publishers?
What is one method that the 3ve operators used to generate ad views and clicks?
What is one method that the 3ve operators used to generate ad views and clicks?
Which payment model is associated with mobile app fraud involving the generation of in-app impressions?
Which payment model is associated with mobile app fraud involving the generation of in-app impressions?
In the context of click fraud, which action might advertisers take against their competitors?
In the context of click fraud, which action might advertisers take against their competitors?
What technology do fraudsters use to perform actions such as clicks and installs in a Device Farm setup?
What technology do fraudsters use to perform actions such as clicks and installs in a Device Farm setup?
Which of the following is NOT a method used by the 3ve operators?
Which of the following is NOT a method used by the 3ve operators?
What is the main consequence of domain spoofing in the advertising industry?
What is the main consequence of domain spoofing in the advertising industry?
Which strategy is employed to increase revenue from ad viewability?
Which strategy is employed to increase revenue from ad viewability?
What type of traffic is being received when paying for First World traffic but actually getting Third World traffic?
What type of traffic is being received when paying for First World traffic but actually getting Third World traffic?
What is a botnet primarily used for in the context of digital advertising?
What is a botnet primarily used for in the context of digital advertising?
Which of the following best describes the role of malware in the context of bot traffic?
Which of the following best describes the role of malware in the context of bot traffic?
What happens when advertisers overpay for lower quality publishers?
What happens when advertisers overpay for lower quality publishers?
What was one of the goals of the collaboration among the FBI, Google, and tech industry partners?
What was one of the goals of the collaboration among the FBI, Google, and tech industry partners?
Which of the following describes 'brand safety' in advertising?
Which of the following describes 'brand safety' in advertising?
What is the primary consequence of attribution fraud in a CPA environment?
What is the primary consequence of attribution fraud in a CPA environment?
What do publishers risk by aggressively cutting sources of low-quality demand?
What do publishers risk by aggressively cutting sources of low-quality demand?
Which method is used by ad networks to commit click flooding?
Which method is used by ad networks to commit click flooding?
What is a risk associated with undesirable ads sneaking through to publisher sites?
What is a risk associated with undesirable ads sneaking through to publisher sites?
Why do advertisers prefer established ad exchanges over others?
Why do advertisers prefer established ad exchanges over others?
What is the primary protective measure publishers need to balance against revenue generation?
What is the primary protective measure publishers need to balance against revenue generation?
What type of fraud involves trying to hijack the attribution process from legitimate publishers?
What type of fraud involves trying to hijack the attribution process from legitimate publishers?
What typically happens when fraudsters report fake clicks before an app install?
What typically happens when fraudsters report fake clicks before an app install?
Flashcards
Ad Fraud
Ad Fraud
Deliberate actions that stop ads from reaching the right audience.
Programmatic Advertising
Programmatic Advertising
Automated ad buying and selling system.
RTB
RTB
Real-time bidding system.
DSP
DSP
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SSP
SSP
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Ad Viewability
Ad Viewability
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Brand Safety
Brand Safety
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Publisher Ad Quality
Publisher Ad Quality
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Ad Fraud Locations
Ad Fraud Locations
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Fraudulent Publishers Goal
Fraudulent Publishers Goal
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Ad Exchange Profit Margin
Ad Exchange Profit Margin
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Geographic Fraud
Geographic Fraud
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Publisher Quality Fraud
Publisher Quality Fraud
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Location Fraud
Location Fraud
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Domain Spoofing
Domain Spoofing
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User Agent Spoofing
User Agent Spoofing
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Bot Traffic Synthesis
Bot Traffic Synthesis
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Viewability Fraud
Viewability Fraud
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Impression or Click Fraud
Impression or Click Fraud
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Ad Network Fraud
Ad Network Fraud
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Fake News
Fake News
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Ad Fraud Schemes
Ad Fraud Schemes
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Click Fraud
Click Fraud
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Botnet
Botnet
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Mobile App Fraud
Mobile App Fraud
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CPA (Cost Per Action)
CPA (Cost Per Action)
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Ad Fraud in CPA Networks
Ad Fraud in CPA Networks
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Attribution Fraud
Attribution Fraud
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Invalid Traffic Types
Invalid Traffic Types
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Ad Exchange Choices
Ad Exchange Choices
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AdSense Control
AdSense Control
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Ad Quality for Publishers
Ad Quality for Publishers
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Sensitive Categories
Sensitive Categories
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Study Notes
Ad Fraud, Viewability & Brand Safety
- Course: IS3150
- Semester: AY 24/25, Sem 1
- Instructor: Lai Kok Fung
Learning Outcomes
- Understand and deal with ad fraud
- Understand ad viewability
- Understand brand safety and publisher ad quality
Bid Types
- CPM (Cost-Per-Mille): Focuses on visibility; more advertiser burden.
- CPC (Cost-Per-Click): Focuses on response rate; more advertiser burden.
- CPA (Cost-Per-Action): Focuses on conversions; more publisher burden.
- Programmatic: (Display, Social)
- Google SEM:
- Affiliate:
Recap: Programmatic & RTB
- Publisher Server: Hosts website content and manages ad servers.
- Publisher Ad Server: Manages ad delivery to users.
- DSP (Demand-Side Platform): Used by advertisers to place ads.
- SSP (Supply-Side Platform): Used by publishers to showcase ads, and manage ad inventory.
- Ad Exchange: Facilitates the connection between advertisers and publishers.
- Data Management Platform (DMP): Provides data about users.
Recap: Google and Programmatic
- Big Advertisers/Agencies: Use DSPs to bid on ad space.
- Small Advertisers: Use web interfaces to connect with Google Ads.
- Big Publishers: Use SSPs.
- Small Publishers: Use SSPs.
Ad Fraud for Advertisers
- Programmatic: Fully automated systems with multiple, unrelated players and complex ecosystems.
- Ad Fraud: Any deliberate activity preventing ads from reaching the right audience.
- Factors Considered in Ad Fraud:
- Human or bot/zombie?
- Right geography or target group?
- Ad viewability?
Where do Ad Fraud Occur
- Established Ad Exchanges (e.g., Google, Meta, Criteo)
- Publishers: Fraudulent publishers benefit from invalid traffic, gaining more from advertising costs, although they might be complicit.
- Alternative Publishers: May have less stringent fraud prevention methods.
Not Rightful Intended Audience
- Dimension, Geography, Class of Publishers, Human or Bot, Viewability: Fraudsters substitute traffic, lower-quality publishers, and bots. They stuff ads on websites, targeting more ad displays.
Location Fraud
- Dimension, Geography: Fraudsters pay for first-world traffic but get third-world traffic instead. Involves geographic manipulation.
Domain Spoofing
- Dimension, Geography, Class of Publishers, Human or Bot, Viewability: Fraudsters use inappropriate content to generate more revenue, such as adult content or offensive topics.
Bots: Create Fake Impressions or Clicks
- Dimension, Geography, Class of Publishers, Human or Bot, and Viewability: Bots are used to generate fake impressions and clicks to inflate ad revenue.
Mobile App Fraud (CPA Model)
- Cloud Hosting: Mobile devices are hosted on VPSs; in-app impressions are generated.
- Device Farm: Fraudsters manipulate actions (clicks, installs) to mimic real user activity.
Ad Fraud Conclusions
- Deliberate Activity: Any activity that prevents ads from reaching the right intended audience.
- Effect on Advertisers: Siphoning budget to illegitimate traffic, lowering CPM.
- Effect on Publishers: Disputes and confusion.
A4: Optional Question
- Classification of Ad Fraud Techniques: Categorize ad fraud techniques into two buckets: those aimed at defrauding advertisers and those aimed at stealing credits from publishers in a CPA environment.
Ad Quality for Publishers:
- Balancing Protection and Revenue: Publishers need to protect their audience while maintaining ad revenue.
Dealing with Publisher Ad Quality:
- Using tools like Google AdSense to manage sensitive categories.
Other Important Concepts:
- Attribution Fraud
- Traffic Types (Invalid)
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Description
Test your knowledge on ad fraud, viewability, and brand safety in the digital advertising landscape. This quiz covers key concepts such as CPM, CPC, CPA, and the roles of various platforms like DSP and SSP. Enhance your understanding of how to ensure quality and safety in ad placements.