Identify and Fight Fraudulent Impressions, Clicks, and Leads
Transcript of Identify and Fight Fraudulent Impressions, Clicks, and Leads
Webinar
Identify and Fight Fraudulent Impressions, Clicks, & Leads
Joanna O’Connell, Director of Research, AdExchanger David Sendroff, CEO, Forensiq Ross Shanken, Founder and CEO, LeadiD
TUESDAY, JULY 22, 1PM EDT (10am PDT)
SPEAKERS
• Audio problems? Use the “Chat” window to request a dial-in number.
• Use the “Chat” box to ask a question. • A recording of the webinar will be distributed to attendees.
Tips for Attendees
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Today’s Speakers
David Sendroff CEO Forensiq
Joanna O’Connell Director of Research AdExchanger
Ross Shanken Founder and CEO LeadiD
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• The Programmatic Revolution • Identifying fraudulent activity • Taking action against fraud • Questions
Agenda
The Programmatic Revolution
Joanna O’Connell Director of Research AdExchanger
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• Founded in 2011 • Customer acquisition intelligence platform • Neutral arbiter of digital transactions • Common data currency for marketers • Trust, transparency, action
About LeadiD
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What is fraud?
Interaction between two or more parties in which someone is
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The many flavors of fraud
•Fresh lead? •False return? •Valid information?
•Exclusive? •True intent? •Human-generated?
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Taking action against fraud is increasingly• Possible • Easy • Essential
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Policing Fraud • Commercial disincentive • Damage is done • Ineffective
- Easy to eliminate direct relationship - Much harder to eliminate the indirect
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Preventing Fraud • Neutral party at consumer event • Alerts of trouble before transaction • Supports
- Optimized media spend - Efficient sales follow-up - Higher ROI on customer acquisition efforts
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• Access fraud risk details - Risk classification - Risk score - Reason codes
• Take action in real time
LeadiD Fraud Detection1st- AND 3rd-PARTY APPLICATIONS
Install
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The Wrong Question• What’s real? What’s fake? • Ecosystem isn’t black-and-white • Marketers struggle to make it such
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The Right Question• What represents acceptable risk? • Answer in measurable terms
- Lead Duration greater than 3 minutes? - Risk Score less than 50? - Leads threshold from device? IP address?
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The Right Action• Not always accept or reject • Better alternatives
- Prioritize your lowest risk leads - Reroute riskier leads for additional scrutiny - Pay inversely for risk - Adjust media spend