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TACKLING AD FRAUD WITH MACHINE LEARNING TOOLS Spotlighting ad tech to fight emerging scams & future threats
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TABLE OF CONTENTS 1
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OVERVIEW
THE PROBLEM OF AD FRAUD
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COMMON AD SCAMS & FRAUD
THE POTENTIAL OF MACHINE LEARNING
Introduction For businesses, digital marketing and ad campaigns are the key to getting noticed by their target audience on the world wide web. However, it has also exposed gaps that fraudsters and scammers try to take advantage of. With companies spending thousands of dollars to boost their reach online, spammers are embracing every method possible to get a chunk of the marketing pie.
WHY IS THIS A PROBLEM?
Ad scams & fraudsters taking over your marketing campaigns have the following results:
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Reviewing The Ad Fraud Problem With The Help Of Numbers
Recent Stats ● ● ●
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Ad fraud sets the world back by $65 billion dollars. According to MarTech expert, Michael Paxman, 80% of your ad budget may be lost due to SDK spoofing. As per TrafficGuard/Juniper, ad experts who don’t use tech tools, antiscam and anti-fraud solutions can expect to lose 26% of their ad spend to malicious players. Machine learning tools have the potential to save $3.5 billion in 2022, which would be otherwise lost to click farms and fake bots. Over 88% of clicks on digital ads are believed to be fraudulent.
REVIEWING TYPES OF AD FRAUD AND FAKE BOT SCHEMES
DOMAIN SPOOFING
PIXEL STUFFING
COOKIE STUFFING SCAMS
GEOMASKING FRAUD
AD INJECTION
CLICK SPAMMING
MACHINE LEARNING TECH TO FIGHT AD FRAUD While most marketers bank on blacklists to save their campaigns from fake clicks and spammy bots, it has been reviewed that this method isn’t really effective. This is where machine learning tools designed to tackle ad fraud can come handy by studying abnormal patterns and finds unusual relationships between datasets. This is the key to detecting fraudulent behavior on ads. But since marketers handle large volumes of data, it can be impossible for them to look for such signs. On the other hand, machine learning tools can detect anomalies in a matter of seconds.
BENEFITS OF ML ADOPTION ● ●
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Enhances fraud detection capabilities of your marketing team. Helps you to accurately determine the effectiveness of your existing ad campaigns. Detects click bots faster than humans. Is highly scalable. Keeps context in check while assessing activities for fraud.
Thank you. Presented & Reviewed By: Sai Narula, Manager, Marketing 2.0 Conference https://www.marketing2conf.com/