Join us for an hour long webinar on risk of fraud hanging over online advertising.

Online ad fraud is now a billion dollar problem for the digital marketing industry worldwide. More than half of the online ad traffic is generated by bots instead of humans. As per World Federation of Advertisers (WFA) study, "Ad fraud is likely to represent in excess of $50 billion by 2025, even on a conservative basis".

In the digital ecosystem, video space suffers the most. When it comes to display/video ads, the ecosystem is fragmented and has relatively less technological advancement.

Join our webinar where Eric Bozinny will discuss the risks and principles impacting the entire spectrum of digital advertising. The key focus of this webinar would be on issues in the video advertising space. Eric will share key insights of his research on identifying sites made for ad fraud and appropriate measures to control risk in the world of digital.

Key Takeaways:

  • Specific risks that marketers face with focus on the Asian market
  • Signals that predict if a site will use ad fraud to monetize their content
  • Tips and techniques to control ad fraud
Attend the

About the Host:

Eric Bozinny Director, Trust & Safety, YuMe

Eric Bozinny has been educating and protecting advertisers and others from danger for 20 years. Beginning his career as a tour guide in the Canadian Rockies, he more than once led rutting elk away from hapless passengers unaware of the imminent physical threat. Later, Eric worked for Razorfish - born as the online advertising pioneer Avenue A - where his team was responsible for the technical implementation of display advertising. Eric joined Microsoft in 2007 where he built out an advertising fraud forensics team for Bing. Since 2014 Eric has been ensuring brand safety in the video advertising space for YuMe, where he creates and enforces trust and safety policies.

Ad Fraud - Billion Dollar Problem of Digital Marketing Industry

5 Questions with Eric Bozinny

Fortune magazine published an online article describing ad fraud as a "ticking time bomb inside the online advertising market". What do YOU think?
While much has been written about ad fraud over the last few years, my sense is that marketers and agencies don't fully appreciate how deeply bad actors have rooted themselves into the digital marketing ecosystem. The cyber criminals are smart, innovative and always evolving their methods to snatch media spend from marketers. That said, the industry has been hard at work ensuring that there are equally sophisticated solutions available to combat malicious and ever evolving fraudulent and bot-based traffic.
How does one even recognise ad fraud?
Ad fraud is primarily detected through data analytics in one of two ways; either after an impression is served or during the ad request (pre-bid), before the decision to accept an impression is made. There are many third-party companies that provide these services. At YuMe, while we believe reactive detection is important to ensuring marketers are only paying for human impressions, we are also hard at work to develop predictive signals that will serve to prevent fraudulent traffic from ever entering our network.
What steps can the digital advertising industry take to fight the ad fraud?
Better education is critical. Industry coverage tends to broadly focus on the problem, often in the form of "doom and gloom," without any real focus on the myriad dimensions of ad fraud (who's behind it, how it's monetized, etc.). Currently, it's viewed cynically, as a cost of doing business, given the economic upturn and record amounts of media dollars flowing into the digital marketplace. Better understanding of how it all works will pressure third parties to do a better job at identifying ad fraud, and will enable ad tech companies to develop additional preventive measures.
Where does digital quality operations sit in the mind of the CMO?
Today, most CMOs are aware of the challenges surrounding ad fraud. They are asking their agencies and marketing technology vendors to provide greater transparency, and often guarantees in their contracts, to reduce their vulnerability to ad fraud. These are important steps to ensure digital marketing budgets are focused on delivering optimal value and minimize wasted ad spend.
Why should an aspiring digital marketer not miss your webinar?
Not only is ad fraud a huge barrier to maximizing the ROI of marketing, but it also creates favorable metrics that can often lead to poor marketing decisions. Marketers who understand how to avoid these pitfalls early on will be in a better position to make smarter choices, and therefore should be able to optimize their digital marketing campaigns for higher performance returns.