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programmatic-advertising

Ad Fraud Detection: Impact of Fraud in Programmatic Advertising

Leave a Comment / Blog, Programmatic /

Programmatic advertisements are goldmines for cybercriminal syndicates. Statista report estimated that programmatic ad spending would exceed $147 billion in 2020. It also stated that it accounted for 69.2% of the worldwide display ad spend in 2019. Moreover, the estimated cost per lead through programmatic display ads is nearly $40. Our research reveals that $1 out of $4 of advertising spends goes to fraudsters. Cybercriminals create hoax websites, spoof domains, manipulate IPs & geolocations, etc., to obtain financial gain and drain advertising budgets. Such activities also hamper brand safety drastically. Programmatic ad frauds commonly occur through bot impressions, wherein fraudsters use bots, an invalid traffic source for displaying the desired results. Moreover, fraudulent clicks account for more than 60% of the installs and must be rejected. Instead, the ad network and advertisers account for it as postbacks. Post-bid programmatic ad solutions work on detecting and eliminating bad bots and invalid traffic after receiving the first campaign results. Unfortunately, advertisers drain their advertising spending for their first campaign through this method. Moreover, new bots and IVTs may still hamper the upcoming campaigns. On the other hand, pre-bid programmatic ads require placing bids in 200 milliseconds, and the highest bid wins the placements. Studies suggest that bid requests can implode up to 200,000 per second. You might engage in programmatic direct to receive the desired ad results and placements. However, publishers often charge higher than bid costs for ad placements because they provide premium traffic. So, it depletes the programmatic ad budget faster than expected and may not always prove as a useful solution. Ad fraud in programmatic ad leads to grave implications while advertisers are busy buying or bidding on ad placements. Programmatic Ad Frauds: Grave Implications ● Screws Analytics and Ad Spends Cybercriminals use malware, bots, and other methods to mimic the behavior of humans on ads. The two most common techniques used by them are CPM and CPC frauds. CPM fraud involves boosting false impressions for enhancing advertisement costs. Fraudsters use bots to implode impressions (that lie top of the funnel). Ad slots refresh with recurring webpage reloads. Alternatively, they use data centers for targeting unseen iframes with stuffed ads. Cybercriminals even conduct geolocation scams by disguising data center traffic using residential proxies. Another common practice by fraudsters is device fraud. They impersonate iOS devices for showcasing premium lead inventory to advertisers. On the other hand, CPC fraud involves delivering false clicks on click-based ads. Click spamming and click injection are the common methods fraudsters use for CPC campaigns. The high-performance CTR is a result of malware. Differentiating fraudulent and real clicks becomes challenging because the devices used for delivering them are real. The result is screwed analytics and advertising spending. ● Retargets Bots (Through Ads) Most brands detect general invalid traffic (GIVT) on campaigns; however, they may still suffer from the impact of SIVT. Bots mimic the human-like behavior on websites by browsing, adding products to the cart, and exiting the website. Advertisers consider such bots in their premium lead inventories and add them into the retargeting campaigns through cookie-generated or list-based data. The bots click or view display/video ads until the advertiser finishes their placement inventory. By doing so, fraudsters sell bots as premium inventory to the advertiser for financial gain. Studies have shown that nearly 25% of online traffic is human only. So, most visitors to websites are potentially bots. Therefore, brands currently waste advertising spending by retargeting bots through programmatic ads. Ad fraud on programmatic ads cultivated for retargeting also raises the cost of programmatic direct and pre/post-bid placements charges. Moreover, retargeting campaigns account for 10 to 45% of the digital advertising budget for most brands. Therefore, eliminating programmatic ad fraud for retargeting can potentially save millions of dollars. ● Jeopardizes DSP Inventory The rise in programmatic ads has increased the number of fraudulent publishers. Moreover, Marketer predicted that 83% of the displays ads would be programmatic in 2017. Bad and incompatible inventories become a part of the Demand Side Platforms (DSPs). Businesses are still trying to reach the relevant audiences, even with compromised data. Advertisers use DSP data for programmatic campaigns, and ad frauds account for a major portion of them. In 2017, Chase diminished its programmatic reach from 400,000 to 5,000 websites (99%) to understand business outcomes. The brand experienced no change in results. However, we can identify that the invalid domains resulted from fraudulent activities. In 2016, P&G diminished ad spending by $200 million and had no sales implications. The action was based on brand safety, ad fraud, and digital ad clutter concerns by P&G’s Chief Brand Officer – Marc Pritchard. He realized that similar audiences received the brand ads multiple times and attention on Facebook ads was almost negligible (1.7 seconds). The brand optimized brand safety concerns raised by placements on objectionable content on YouTube. Ad fraud elimination helped the brand to obtain the correct measurement of ad placements. So, advertisers can create premium inventories and optimize their DSP data by detecting and eliminating ad fraud through SIVT and GIVT. Takeaway Ad fraud is plaguing the pre- and post-bid programmatic campaigns. Does this mean that advertisers should stop doing programmatic ads? Definitely not! The fight against GIVT is already ongoing by Google. However, brands need to identify and eliminate sophisticated invalid traffic (SIVT) to avoid depletion of the ad spending and improve their campaign analytics. Our programmatic ad fraud prevention tool mFilterIt, Valid8 effectively prevents fraud across the funnel and programmatic platforms include pre-bid and post-bid validation making your advertising effort more productive and boost ROI on programmatic advertising campaigns. This builds trust and transparency, and efficient ad fraud detection provides optimal outputs is a must. It eases navigate through the entire funnel beginning from the impressions and ending with the conversions. It can also drastically affect DSP inventories and retargeting campaigns to enhance performance.  

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Why Should Brands Analyze the Share-of-Voice of Sponsored Listings on Search Engines?

Leave a Comment / Blog, Digital Shelf Analytics /

Paid searches on Google, Bing, Microsoft, etc., often reveal news articles, brand websites, eCommerce platforms, product listings, competitor websites, blogs, videos, etc. Higher visibility on search engines means higher brand awareness and could certainly become a contributing factor in the click-through rate of the product. In fact, 40% of global users discover eCommerce product pages through search engines. Sponsored listings on search engines are basically of two forms, namely, text and listings. Share-of-Voice of sponsored listings measures your brand’s visibility versus the competition, and content mediums show the highest results under search analytics. Measuring the Share-of-Voice is important for other reasons too. For example, paid searches or sponsored listings can show lower visibility of your brand on keywords specifically related to your brand name. Search engines like Google won’t flag your competitors for such results, as bidding on competitor keywords is not prohibited. Unfortunately, it will likely impact your paid search campaigns. Monitoring the Share-of-Voice on search engines also gives insights into many probabilities, which we will discuss ahead. How Can Brands Effectively Measure the SOV of Sponsored Listings on Search Engines? Brand Versus Competitor Share Determining the share of your listings on paid searches versus the competition helps to know the leaders on different keywords. Moreover, the overall SOS of the brand versus the competition predicts the brands with the highest visibility through sponsored listings. Reviewing the share of sponsored listings also enables brands to find the keywords with the highest visibility of their product or brand listings. By analyzing the paid searches and measuring their share with the competition, you can also find the most promising content sources, such as blogs, news articles, your brand/competitor website, eCommerce platforms with the highest visibility of your products, etc. Measuring your brand’s share versus the competition on sponsored listings can also reveal another interesting fact. The objective of bidding on keywords is enhancing brand awareness or visibility, increasing traffic on your brand’s website, and boosting sales/revenue through your URLs. The efforts get drained when a competitor achieves higher SOV on your brand specific keywords. It also increases the bidding cost and finishes the advertising budget faster than your expectation. Monitoring the SOV of sponsored listings on search engines using mScanIt, powered by mFilterIt deciphers content result frequencies, which search engine analytics don’t provide.   eCommerce Marketplace Results Analyzing the listings that redirect to eCommerce marketplaces recurringly on your brand’s paid keywords helps to find the best online shopping store for optimizing your listings. Moreover, it also reveals the listings with the highest share of paid searches. Increasing the share of eCommerce platforms or websites constantly on paid searches improves the probability of click-through rate, add-to-cart actions, and conversions/sales. Using eCommerce Competitive Analytics, a.k.a, mScanIt, your e-marketers can even find the share of eCommerce listings on paid searches across devices. Diving even deeper into the forms of ads, namely, text and image, on search engines would help your online marketers to create new advertising strategies and find new avenues for enhancing the visibility of eCommerce platforms. Imagine analyzing the share-of-voice of paid searches at a website, brand, search engine, platform, duration, and other levels. mScanIt detects these insights, so you get a clear picture of your brand’s awareness and the forms of content increasing their visibility. Pro Tip: “Google Advertisers should be aware of the power of keywords for their brand across different content platforms and also discover the competition view of this. We can help brands in tapping content medium beyond their own website.” Conclusion Analyzing the search engines to find the share of voice of your brand versus the competition is vital for knowing the brand’s awareness, visibility, and forms of content, driving click-through rates towards the content sources. Knowing your brand’s presence against the competition helps to find the impact of your Search Engine Optimization (SEO) and advertising efforts across eCommerce platforms and websites. Schedule a demo with us to learn the other impacts of measuring the share of voice for your brand and the tactics involved in effectively measuring the SOV.

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Why Should Brands Pay Attention to Perfect Page Analysis or Content Benchmarking?

Leave a Comment / Blog, Digital Shelf Analytics /

A Perfect Page Analysis is a complete overview of the brand’s product listing across ecommerce platforms like Amazon, BigBasket, Flipkart, etc. Generally, it evaluates the content aspects such as usage of top-performing category keywords, title, bullet points, product description, content placement, presence of product images/videos, SEO friendliness of title, rating, and review count. The character and word limitations might alter across platforms; however, the approach might remain almost similar. Consumers often look at the product page content before making their final buying decision. In fact, 22% of online shoppers make a transaction because of accurate and informative product descriptions. On the other hand, product positioning measures the average ranking of a product listing based on keywords on eCom platforms. The position of the listing matters because most people tend to choose from the top visible listings or the products listed on the top three pages. According to Statista, 40, 38, and 35 percent of consumers find products through search engines, Amazon, and other marketplaces, respectively. Certainly, higher visibility would boost the consumer’s interest in the product listing. However, most brands hardly pay attention to page analysis and positioning, which diminishes their opportunity of grabbing the potential customer base and thus the revenue/sale. Importance of a Perfect Product Page and Positioning A perfect page analysis curates a higher score if it has a specific number of reviews, SEO content, accurate product description, etc. The question is ‘Why?’ Why are these aspects important for a perfect page on an ecommerce marketplace? Having a high perfect page summary score means the consumers are likely to trust your product listing and brand, which might increase the transaction/conversion rate. Besides, it becomes a great factor in ensuring long-term relationships with your brands. For example, SEO-friendly keywords make the product more appealing to the customers and would likely enhance discoverability, even on search engines like Google, Bing, etc. Improving product page content aspects could, in turn, enhance ranking if it is a part of the eCom platform’s algorithm. Another positioning aspect is this – Imagine you searched for a ‘smart watch’ on Amazon and repeatedly came across Brand A compared to others. You would probably trust this brand on this factor and visit any of its variants. Price, rating, and delivery would also become important before visiting the page, but you might visit it because it repeatedly occurs and see what it has to offer? – It’s a likely scenario. Right? According to Praveen Dhama, Manager, mScanIt, powered by mFilterIt “Lower the search rank (brand to be among the top listings of the search page on an ecommerce marketplace), higher the chance of a product being noticed and bought by the consumer.“ We can assume that search ranks on ecommerce marketplaces can alter based on the best, most helpful, and most popular results for the consumers. It is just like search engines like Google and Bing. But how can we be sure about it? Maintaining perfect product pages would likely enhance consumer experience by including images, videos, and texts relevant to the product. Moreover, the pages include optimum reviews and ratings, and 35% of online shoppers make purchasing decisions based on other customers’ reviews. Given this fact and the importance of accurate information (stated earlier), it is certain that eCom marketplaces would likely offer results matching our criteria, as mentioned above. How is Perfect Page Analysis or Content Benchmarking Done? Perfect page analysis is done by reviewing the contents of a product listing, such as the title, bullet points, product description, A+ content, etc. Content benchmarking reviews the brand’s score versus the competition in all such aspects. Analyzing these aspects helps brands review their market positioning’s possibility of consumer interactions, especially through organic keywords, best/worst performing sections, etc., and take measures to enhance the underscoring aspects. We analyzed the average search rank for SKUs of one of our ecommerce clients and discovered it was between 5-20. However, after post-reviewing these aspects and comparing them with the competitors through mScanIt, the brand discovered that using specific keywords in the desired number of times within the ecommerce product listings could alter their ranking. Our eCom Competitive Analytics team found the best keywords using share-of-shelf metrics, Google keyword planner, and Amazon PI keywords. After using the keywords, the brand SKUs ranked among the top three products under various keyword searches, which increased their product page visits and conversions/sales. Conclusion Brands that want to optimize their search results on eCommerce platforms and search engines must pay attention to page analysis and positioning of their SKUs. Measuring their results versus the competition would give an accurate picture of their score and ranking and help detect improvement areas. eCom Competitive Analytics offers such results to brands and insights that they can use to resolve their page analysis issues. Moreover, the automated solution detects such results in real-time and offers an option for exporting reports. For more information about the advantages of mScanIt for your brand, connect with us through email, or leave us a message in the comment or contact section. To know more, get in touch with our experts today!

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ad-campaign

Good Bots vs Bad Bots: How They Impact Your Ad Campaigns

Leave a Comment / Blog, Ad Traffic Validation /

Hey Siri! What’s the weather like today? And there comes a voice updating you about the weather. But do you know how it happens? It’s the bot army working in the background to provide relevant information to the users. A bot is a software application that automatically performs tasks. However, these bots are being used for both good and bad purposes. Unlike the bad bots which are used for malicious activities, the good bots are an integral part that helps the web to run smoothly. Bad bot traffic now accounts for 65% of all internet traffic. And the number is increasing by 6.2 percent from the previous year. The bad bots imitate the behavior of a legitimate user and make it harder to detect and prevent. They are used by fraudsters to commit ad fraud by misusing and attacking websites, APIs, and mobile apps. Some of the malicious activities performed by the bad bots are web scraping, personal and financial data harvesting, digital ad fraud, spam, transaction fraud, etc. This leads to further wastage of the advertiser’s ad-media budget without getting any relevant traffic. In this blog, we have covered the list of good bots and bad bots. Know how you can detect which type of bot is coming and impacting your ad campaigns. Below are some examples of Good Bots 1. Search Engine Bots Also known as the Crawler Bots, these bots run in the background and move across the internet to crawl websites. These bots help in performing repetitive tasks like indexing the websites for SEO purposes and logging user data. These bots help the internet to run smoothly and help to detect web errors, bugs, and performance issues. Some of the common search engine bots are Google bots and Bing bots. 2. Social Network Bots These bots crawl the URLs shared on social media networks and provide relevant recommendations to users. They also fight spam and create a safe online environment for users. Some of the common social network bots are Facebook crawlers and Pinterest crawlers. 3. Aggregator Bots The aggregator bots are used to crawl the RSS or Atom feeds of websites to create an automatically generated feed as per the user’s interests and preferences. For example, A Facebook mobile app feed fetcher retrieves the website information to view in Facebook’s in-app browser. Other aggregator bot examples are the Android framework bot and Google feed fetcher. 4. Marketing Bots These bots are present in SEO and Content marketing software that crawl websites for organic and paid keywords, backlinks, and amount of traffic. Some of the known marketing bots are SEMrush bot and Ahrefs Bot. 5. Site Monitoring Bots Bots like Uptime Bot, WordPress pingbacks, and the PRTG Network Monitor crawl the websites to detect the overall performance and whether it is working. 6. Voice Engine Bots Bots like Alexa’s crawler and the Apple Bot work similarly to the search engine bots. These bots crawl the websites to provide relevant answers to the questions users ask the voice assistant devices. 7. Copyright Bots These bots are used to search for web content that is potentially been copied. Some of the common cases are copying someone else’s work without giving the right attribution, incorrect use of proprietary content, and illegal uploads. These bots are commonly used in the segment of social media where the original content creation is essential. One of the examples of this is YouTube’s Content ID which is assigned to people who own the copyright. 8. Chatbots Chatbots are programs developed with artificial intelligence (AI) that responds both in voice and text. These programs are designed to replicate natural human speech patterns. These chatbots are designed in such a way that they can answer frequently asked questions, provide customer service, and can also direct prospective customers towards the purchase of a product. Some of the famous chatbots are – AccuWeather, Sephora, Fandango, etc. 9. Entertainment Bots Also known by the names of Art Bots, and Video Game Bots, these types of bots are designed to appear aesthetically pleasing. The video game bots are known to function as characters for us to play as opponents or for practicing and developing skills in a game. Some of the bots are also used for deep learning, making transcripts of speeches, and learning how to speak like a character. For example, TriviaBot, IdleRPG, and PokeMeow Good bots are like working bees that automate the process and help in smoothening the functioning of the web. However, if you spot the good bots in your ad campaigns ensure to report them immediately to your publishers. List of Bad Bots 1. Click Bots This is a type of bot which is programmed to click fraudulently on ads which further manipulates the data of the advertiser. The click bots not only impact the data, but also results in wastage of ad spends because not only the traffic is fake, but it is not even a real human. 2. Imposter Bots These bots pretend to be authentic search engine bots to bypass the security measures. The imposter bots impact the website traffic and cause malicious activities like automated DDoS agents. 3. Scraper Bots Unlike copyright bots, scraper bots are used to steal the content, product catalogs, and even prices on a website for repurposing somewhere else. In this case, the user often remains in the dark and unknown about the whereabouts of their content. 4. Spam Bots This is one of the most common types of bots that disrupt user engagement by distributing unwanted content. These bots hamper the engagement by doing spam comments, spammy ads, unnecessary and unusual website redirects, phishing emails, and initiating negative SEO against competitors. 5. Spy Bots Spy bots are used to extract individual or business data. They crawl a website to steal semi-personal information like email addresses and other sources of communication. This further results in the misuse of users’ data for malicious activities. 6. Zombie Bots Unlike the name, the zombie bots don’t eat humans, but they creep into

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programmatic-advertising

Programmatic Advertising: How Can Your Upcoming Holiday Campaigns Reach Relevant Audiences?

Leave a Comment / Blog, Digital Advertising /

Q4 is often considered the year’s holiday season, with Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, and New Year occurring in sequential order. It is time to optimize advertising campaigns with relevant context to achieve the yearly targets and engage with the customers. Our research suggests that almost 70% of users would engage with contextually relevant ads, and more than 40% of the digital users have tried new brands showcasing relevant ad content. But, beware and ensure that the engagement is aligned around the company’s interests and involves end-user preferences. Custom Contextual Targeting Through Programmatic Campaigns Can Optimize Ad Results in Q4 1. Safer Brand Environments and Optimal Placements Last year, Google announced eliminating Chrome’s third-party cookies by 2023. Meanwhile, Firefox and Safari had already restricted their usage. Such changes would make behavioral advertising challenging for brands. However, custom contextual ads would safeguard privacy, as they don’t rely on cookie targeting or personally identifiable information (PII) for targeting users. So, brands work in a safer environment, and placement accuracy would enhance after performing content analysis. 2. Influenced by Contextual Concepts Brands can target high-intent customers with programmatic advertising. Contextual ads are influenced by smarter targeting using active buying behavior, seasonal trends, or other contextual concepts. The behavioral targeting is based on user action before reaching the landing page. It could include clicking links, reading a specific article, product page visit, etc. Customizing content based on a group’s milestones and interests would make the ads more receptive and target-oriented. For example, if you want to target the life stages of a toddler, you should focus on toddler development phrases. 3. Diminish Manual Maintenance Interactive Advertising Bureau (IAB) has already enlisted 425+ categories, and mFilterIt solutions add more value to these with additional behavioral sub-categories to reach a brand-specific audience. Advertisers can leverage seasonal categories to optimize online campaigns and target consumers with the proper context. Moreover, timely updating of relevant categories diminishes manual maintenance. In-market categories can also enhance custom contextual targeting. 4. Better Campaign Results Increased purchases or uplift campaigns with seasonal context can drive higher ROI. Custom contextual campaigns can result in a 45% higher CTR, a 39% reduction in cost per action, and a 50% lower cost per acquisition. Programmatic campaign managers should understand the value of context for obtaining successful marketing results. Brands can analyze audience demographics, social listening engagement and leverage creatives to create customer profiles and recognize buying behavior. Custom context targeting would become much more effective through this method and even offer a relevant user journey. Takeaway Programmatic advertising offers tremendous benefits, such as an alternative for cookie targeting, policy change & trend alignment, higher ROI, reaching the relevant audience, etc. The upcoming Christmas and New Year’s shopping festivities would require correct ad placements for maintaining brand safety. Custom contextual targeting can even help advertisers to perform relevant content analysis and maintain a brand-safe environment while optimizing ad placements to achieve higher than expected deliverables. mFilterIt supports programmatic advertising because it helps in reducing ad fraud and recognizes it as the future of digital marketing in the upcoming years.

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How mFilterIt is a CISO’s Secret Santa?

Leave a Comment / Blog, Digital Advertising /

Not only ad-fraud mFilterIt also serves as the first line of defense for cybersecurity. There are several studies that suggest that more than half (50%) of any website’s (including mobile apps) traffic is BOT. These are both good and bad bots including spiders and crawlers. As a CISO or the security head of an organization, a line of defense is formed using sandpits, trap doors, honey pots, etc. This helps to capture the bad bots or at least deflect them. Here the CISO is adopting a reactive strategy to avoid DDOS, the nightmare of any security head. While this is a great strategy, how about letting as minimal as possible bad BOT even touch the periphery of the digital assets of any organization? Exactly, that’s where mFilterIt, the secret Santa of a CISO arrives! The larger the number of BOTs hitting any website or an app, the higher is the risk of the protection covers becoming ineffective eventually letting the bad BOTs into the systems. Ad fraud is one of the most common reasons for BOTs to hit the digital assets of any organization irrespective of its sector or size. Cyberattacks of other sorts usually happen with large organizations where an attacker would get something. So mostly, small and medium organizations have lower risk thresholds compared to very large and reputed organizations. But every organization needs traffic and for that uses organic as well as inorganic techniques. It engages through a network of channels, some open to audit while others walled gardens where one is unaware of what’s exactly happening. Leveraging the ad-fraud detection suites for both app and web, a CISO can develop the first line of defense which won’t let bad BOTs interface with the digital territories of an organization. Hence, it will reduce the burden on the cyberattack defense systems that it has in place. This front line of bad BOT detection creates a two-layer protection system, much akin to two-factor authentication systems which harden the security for any logins. Results have shown how two-factor authentication systems have made credentials more secure and reduced the risks of account hacking. For cybersecurity, the approach right now is very reactive where a CISO builds a protection wall. It only activates when someone tries to hit the wall. However, with the BOT protection solution used for ad fraud, the inward traffic is validated at the source. So, it proactively doesn’t let most of the BOTs even reach this protection wall. This not only increases security but reduces costs significantly. Imagine the reduction in processing on the webserver side! On this Christmas and New Year’s Eve, mFilterIt reaches out to CISOs as their secret Santa making their job much easier by increasing productivity. Let the CISOs also enjoy new year holidays while mFilterIt’s globally recognized suites, which are validating billions of impressions and clicks every year, help organizations work with sources that only bring in real humans for the engagement. Happy Holidays!

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brand-safety

Is Cyber Security Now Synonymous to Brand Safety?

Leave a Comment / Blog, Brand Safety & Protection /

Lessons from Facebook Malware threats on verified account A recent incident of cybercriminals sending out fake copyright complaint notifications to verified Facebook users has pointed out an extremely neglected, ignored, and underrated aspect of the digital ecosystem- Can a cybersecurity issue become a brand safety issue and vice-versa? In the quoted incident, these criminals are targeting verified accounts of Facebook users (politicians, celebrities, and government officials) and sending notifications in the name of the Facebook security team. The notification states that the (targeted) user’s page is non-compliant with the terms & conditions of Facebook as other users have reported the page. In order to comply with the Facebook terms and services, the owner has to re-verify their account. The notification contains a malicious link that can potentially (not just) harm the device, hijack it, steal personal information such as bank login details, web browsing history, initiate surveillance, and many more issues which are beyond imagination. Let us try to break down each and every aspect in finer detail to scan the impending disaster. To begin with, we’ll first understand the Brand Safety and infringement element. With cybercriminals sending out notifications on the pretext of Facebook’s Security Team, the user may as well trust these notifications since scammers have veiled their identity behind a big brand (jeopardizing Facebook’s Brand Safety). Little do the users and brands realize that the trust and goodwill the brand uphold and maintains with its users will soon be shattered once it is learned that the entire scheme is a fraud. The criminals have intentionally infringed the brand’s name, logo, and reputation to carry out this fraud scheme. Now, these cybercriminals are specifically targeting verified users on Facebook which becomes a great threat to their (targeted user’s) brand safety. Hypothetically, if a government official or a celebrity clicks on the link, what could be the possible scenarios? The malware will hijack the device of the user Steal bank details and commit a financial fraud Unimaginable serious (and potentially dangerous scenarios) with the stolen identity Wipe out their bank account to fund terrorism Breach privacy and initiate surveillance, a national security threat These scenarios are not based on the movie “Eagle Eye” but real threats which await the nation at large. Putting numbers in perspective 760 million Smartphone users Around 630 million active internet users 448 million active social media users These numbers represent a massive playground for fraudsters to infiltrate the digital ecosystem and commit fraud. Phishing, malware, domain spoofing, brand impersonation, SMS fraud, fake web pages, are all some common types of threats which are becoming a cause to worry. The threats today are much larger than just financial loss. India alone witnessed 1.16 million cases of cyber-security issues in 2020 and there’s been no dearth of more cases. Remember Paytm’s KYC fraud? KBC WhatsApp Fraud, fake Flipkart’s big billion sale page issues? Every brand, every consumer needs brand safety solutions, from bigger brands to personal brands, from the president of the nation to a commoner in the state, this wave of brand safety and cyber security issues affects all the people in the ecosystem. Accelerated digital adoption, Covid19, ever-evolving technology, they’re all contributing to the expanding digital threat landscape. Brands are thriving on digital to reach their customers and fraudsters are simply following places where money flows- digital ecosystem. It’s about time where brands, consumers, cyber security experts and economies together understand the broader context of brand safety and address the impending disaster before its too late.

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How Does Your Ad Campaign Work?

Leave a Comment / Blog, Digital Advertising /

The traditional methods of measuring the success of an ad campaign might not work for brands trying to build a market reputation. Primarily, the most common metrics of measuring ad campaigns are brand recognition, awareness, and considerations. These are based on ad views, click-through ratio (CTR), cost-per-click (CPC), conversion rate, return on advertising spend (ROAS), social media sentiment, and earned mentions. Unfortunately, marketers fail to account ad fraud metrics into these brand campaigns, and therefore, the results are untrue and lead to a loss of revenue. Moreover, fraudsters use the ignorance of marketers from either startups or big brands to their advantage through domain spoofing, click spamming, click injection, and other fraudulent practices. Ad fraud is an industry-agnostic problem. Fraud is getting detected in BFSI, OTT & Media, Gaming & Ed Tech to the extent of 35-45% both on apps and on the web. As a result, the reachability to the end-user diminishes, cost per keyword/ clicks/ conversions, etc., inflate, marketing strategies become misconstrued, and brand reputation tarnishes. Cybercriminals even collect the personal information of potential consumers and earn additional revenue by showing higher traffic/clicks through these malpractices. According to a report, ad fraud would lead to a loss of $44 billion by the end of 2021. Must Read: Rising Menace of Ad Fraud in MENA Region The Success Metrics of an Ad Campaign ● CTR and CPC The average CTR across all industries is 1.9% for search ads and 0.35% for display ads. Technology has the highest CTR of 0.84% on Google Display Network, whereas dating & personal tops the search CTR with 3.4%. Presently, the average CPC for display ads is $0.58 and $2.32 for search ads. Employment services reap the highest CPC of $1.66 for GDN and bear the highest CPC for search ads, i.e., $4.20. Our analysts suggest that marketing campaigns have 15-25% of ad frauds. Therefore, recognizing such frauds can result in saving significant ad spending. Moreover, the results would become more eminent and consumer-driven. Our experts follow a deep insight approach for an ad campaign focusing on clicks, events, conversions, etc. Therefore, the ad spending would deliver the expected results at lower costs. ● Conversion Rate The average conversion rate states the total conversions after running an ad. A high conversion rate signifies that the campaign is running effectively by delivering more leads/customers. According to WordStream, the average conversion rate of Google display ads is 0.57%, whereas it is 4.40% for search ads. Ads can have a low conversion rate for three reasons; namely, ad channels have a poor user experience (UX), ads not reaching the relevant audience, and issues with security certificates. A study suggests that enhancing UX increased sales for 74% of business owners. Similarly, programmatic display ads can publish on platforms unsuitable for the audience and tarnish a brand reputation or low reachability. ● Cost Per Acquisition (CPA) As the name suggests, CPA is the cost incurred by a brand after completing an action, such as event registration. According to research, the average CPA for display ads is $60.76 and $59.18 for search ads. Fraudsters often use the practice of cookie stuffing for deliberately obtaining ad attributions. Often a user browser is stuffed with unalarming browsing cookies for delivering optimum experience, even from unrelated advertising sites. Therefore, MMP or the attribution tool often mistakes the attribution of a paid action to the cookie, mostly resulting from missing information or technical errors. The cybercriminal makes use of these mistakes by stealing the attribution and getting paid for false advertising. Such wrongdoings are common across industries, and therefore, there is a need to keep these aspects in check. mFilterIt’s Ad Fraud Solution detects & prevents such actions of publishers on app/web and saves up to 15-25% on ad spending. The ML and human feed-based model focus on duplicate IP, fake devices, incorrect regions, and other touchpoints to determine digital ad frauds. Takeaway Every company running digital campaigns, from the largest spenders to the new-age startups, they’re all bleeding precious marketing spends on account of ad fraud. From affiliate traffic to walled gardens, fraud is omnipresent. The level of ad fraud may vary between channels, but the size of the problem is huge enough for advertisers to improve their ROI by taking action against it. From media marketing campaigns to performance-driven campaigns, the scope of fraud today encompasses the entire digital landscape. Finally, advertisers assume that more “trusted” partners have tools and checks in place to protect against this menace. While that is generally true, unfortunately, the level of protection and the detection of fraud is very superficial. It results in fraud identification of only the basic minimal type, and the advanced cases are ignored or missed. The problem intensifies when we go deeper to find out that ad fraud is not just an IVT issue anymore. It’s not that fraud is low; it’s just that fraud uncovering is low. There’s more to it that is better disguised owing to sophisticated technologies; hence basic fraud detection technology sees less and less of it. We at mFilterIt combat these fraudulent activities in real-time and help drive the media quality and effectiveness. We detect and prevent abnormal patterns and take corrective actions on the go. While very bad traffic is easy to pinpoint and weed out, very good traffic can equally be a problem. By conducting continuous analysis and research, we give precise information on the sites, apps, and devices responsible for malicious activities. We unleash the power of machine learning, data science, and artificial intelligence to extract the best out of the marketing campaigns and protect the advertisers in virtually real-time, and better the ROAS.

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Rising Menace of Ad Fraud in the MENA Region

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In the Middle East and North Africa (MENA) region digital advertising has recently witnessed widespread adoption, whether from the consumer’s end or by a brand. This has led to the expansion of digital advertising landscape in the region. However, ad fraud is proving to be the major hurdle in the evolving ad landscape. The accelerated adoption has given businesses the much-needed push to grab a large share of their business by reaching to their customers who are now operating online. The digital Ad spend in the MENA region has touched $6,25 billion with 13,6% YoY growth. It’s a faster-growing market, among digital ad spend video ad category dominates at 50% of the total digital investment. Ad Fraud in the MENA Region The MENA digital advertising and marketing ecosystem stood at US$8.11 billion in 2023 and is expected to reach US$17.36 billion by 2029.  In the projected period of 2024-2029, the market is expected to grow at a CAGR of 13.39%. The growing smartphone and internet penetration is leading to such exponential rise in the digital advertising market. As much as businesses have profited from leveraging digital advertising as a tool to reach out to their potential target audience, they’re often negligent or unaware of a bigger threat looming over their marketing budgets- ad fraud. The menace of Ad fraud is the major roadblock in the growth of the Advertising ecosystem in MENA region. It is eating out their targeted reach to actual customers, decreasing a brand’s ROAS, and costing millions to marketers. The unfortunate truth is that many aspects of digital marketing have been pervaded with fraud The ad-fraud economy is now named one of the biggest markets for organized crime worth a staggering $50 billion. In 2020, digital media accounted for 70% of spending on MENA ad space 2020 whereas online ad fraud has risen by 46% in the MENA region since the beginning of the pandemic. Challenges in combating Ad fraud in the MENA Region This highlights a potent challenge that brands have been reeling under. Brands have a large pool of budgets allocated towards digital spending and it becomes imperative for marketers to ensure that every dollar spent yields returns by maximizing ‘real’ engagement. Fraudulent activities such as click spamming, domain spoofing, and fake installs among others can manipulate the campaign which directly impacts the advertiser’s ability to generate ROI. Fraudsters have an army of bots at their disposal to infiltrate the campaigns and eat away the budgets that otherwise be used to target human users. As the digital world battles this complex phenomenon of ad fraud, there have been constant advancements in technological tools that build solutions to deter these fraudsters masquerading behind digital screens. Today, ad fraud is common across all channels and devices. With more and more sophisticated forms of bot attacks and nefarious criminal activities engulfing the digital campaigns and becoming an evolving threat to the MENA region, mFilterIt takes pride in being a TAG-verified member where our technologies are backed by machine learning technology and advanced algorithms that provide real-time updates that weed out such attacks from the advertising campaigns and ensure that every dollar spent is every dollar earned. TAG is having a significant impact on reducing ad fraud across the world – the USA, key markets in Europe, and many markets in the Asia-Pacific region. This could save companies millions of dollars in advertising spend. Despite knowing that ad fraud is very real, for many in the industry, implementing strategies to combat the issue is an abstract concept. Conclusion Brands must take responsibility for their own online safety – safeguard their precious digital spends from fraudsters who’re waiting to pocket your ad spends and deploy solutions to tackle this ever-evolving issue. A close examination of fraud on real time will help marketers and advertisers optimize conversions, reduce cost, and drive real human engagement. Ad fraud is a menace, and the ecosystem needs to come together to fight this battle as one single entity and simultaneously anticipate where it may arise next. Get in touch with our experts for deeper insights. Reach out to learn more!

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5 Threats to Watch Out for this Black Friday 2021

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The 2021 Black Friday is touted to become the largest retail event in the MENA region (the Middle East and North America) with consumers spending as much as $6 billion in online shopping. Research has shown that 65% of purchases will be in the fashion, grocery, and home sectors! Where there is money, there is fraud. This exciting quarter has also presented an opportunity for fraudsters to trick consumers by defrauding them in the smartest ways possible to pocket their spending. Covid19 has further opened doors to online warfare as consumers are now shopping online to avoid crowds therefore, consumers, in their fervor to grab the best deal, don’t take necessary precautions to protect their personal and financial information. Here’s are some threats to look out for before you jump with excitement about grabbing the hottest deal of the Black Friday Sale 2021: 1. Don’t click that link on your mail It’s the season of promotions and sales. Brands woo their customers with mouthwatering deals and unbeatable offers. But is the deal too good to be true? “iPhone 13 pro at 1200 SAR! Click here to grab the deal before the black Friday sale ends” Luring customers with such deals is a fraudsters’ favorite way to trick you into divulging your financial information easily. Such mails are commonly referred to as ‘phishing emails’. These criminals create fake email addresses and fake sites on the pretext of the brand and send emails on their behalf. These links contain malicious content which can harm your device and hijack it. When you click on the link, you’re taken to a fake lookalike website, and as soon as you enter your bank details and other information, voila! You’re hacked! Make sure to identify the sender’s address on the mail and confirm the authenticity of the webpage you land on. 2. Try your luck ‘lucky wheel contest’ This does bring back the nostalgia when as kids the spinning wheel contest gave you butterflies, and the anticipation of winning was the adrenaline rush. But wait, are these contests genuine anymore, especially in the digital world? During Black Friday sales promotions, online contests are run to grab customer attention, but fraudsters leverage it to collect your personal data and empty your bank accounts. Each section of the wheel guarantees a prize, a plasma TV, a smartphone, or maybe a car! Beware! Do not enter such contests which guarantee prizes because that may just be your last! 3. Fake social media messages Another common trick in a fraudster’s scamming hat is defrauding customers by sending out fake messages on social media. Once they get hold of someone’s contact list via WhatsApp or Facebook messenger, they send messages citing that some online store is giving away pre-loaded gift cards. All one has to do is follow the link and enter their personal information to get access to the gift card. Keep your eyes open! These links contain viruses that hack into your device, and they can then commit financial fraud by using your details. 4. Those nasty pop-ups and fake ads Spreading viruses and malware aren’t restricted to phishing emails. They take shapes and forms on the internet in the form of pop-ups and advertisements- generally referred to as malvertising. Such ads send you to web pages that ask for personal data and also infect the device with a wide range of harmful programs- spyware, ransomware, adware, and more. Compromising your device safety and personal data due to ad fraud is not the right way to shop this Black Friday. 5. Fake product delivery Getting your hands on something you’ve been longing for at the best price possible is a dream come true for every shopper. Couple it for free delivery, now that’s how your festival season is made. As happy as one could get, you enter your details, home address, and bank account details on an online store (without a second look at the URL), awaiting your most prized Gucci bag. As the parcel is delivered to you, it suddenly hits you that the product is not genuine but a copy of the brand you purchased! Did you basically end up paying a bomb, even in the sale, to get hold of a fake product? Black Friday sales are marred with fake product deliveries so always ensure that you have the right website with actual customer care support, in case there’s an issue with your product delivery. Luckily, mFilterIt specializes in filtering distrust in the digital ecosystem and adding a layer of trust for the consumers and brands alike with ad-fraud detection and prevention solutions. The evolution of technology has made it possible to weed out such fraudsters from the ecosystem and safeguard your money. It is becoming more important than ever to deploy safety measures in the form of tools and solutions which help maintain the trust between the consumer and the brand. Having said that, enjoy the black Friday sale but keep your eyes open!

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