Identify and Fight Fraudulent Impressions, Clicks, and Leads

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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

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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Identifying Fraudulent Activity

David Sendroff CEO Forensiq

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Taking Action Against Fraud

Ross Shanken Founder and CEO LeadiD

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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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In confronting fraud, marketers feel a lot like

this.

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Taking action against fraud is increasingly• Possible • Easy • Essential

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ACTION

Policing

Taki

ng

Preventing

Two strategies for

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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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LeadiD Fraud Detection

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A Primer for Success

Right Question Right Action

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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

EAST NEW YORKAUGUST 14-15th

*Use code LEADID for $350 off Full Conference pass 405BOOTH NUMBER

Questions

Thank you