How to protect yourself from digital ad fraud in 2019

How to protect yourself from digital ad fraud in 2019

Digital ad fraud is something that all advertisers deal with daily. So, how can you protect yourself from it? We decided to learn from our in-house experts and find out what exactly Adcash is doing to prevent it.

It’s no news that digital ads’ usage is growing year by year, soon overtaking other advertising channels. That’s also supported by the fact that the digital advertising market revenue reached over $250 billion in 2018 (Statista). All of this isn’t surprising considering how much time people spend online, logically, it’s the best place where to reach them. So, it seems there’s no stopping of the digital ad bandwagon… or is there?

People constantly find more creative ways to deliver ads to every one of us but at the same time, the ad fraud percentage keeps growing as well. About $20 billion is lost to ad fraud each year (Digiday), making it a force to be reckoned with. As always, with the birth of new solutions, come the inventions that try to cheat them. Clearcode made a good point about the fact that if the digital ad spend continues to grow, so will the ad fraud since ad fraudsters follow the money.

So, what does advertising fraud look like? It’s usually about creating fake ad impressions, clicks or any type of conversions, showing ads outside of a consumer’s view or using other fabricated methods to deliver ads that aren’t seen by real users.

Maxime Chevallon, our COO, and Marja Kiisverk, our Product Manager will talk about what Adcash is doing to fight the ad fraud and what’s different about our anti-fraud technology.

How is Adcash fighting ad fraud?

Adcash doesn’t work with any third party solutions, we take care of all the fraud detection and filtering in-house. Our dedicated Fraud team has been active for more than 5 years and spends time investigating and also constantly analyzing the data. We look for anomalies and things that don’t make sense or look too good. Normally, when some results look too good, we conduct additional checks, as most of the times those results aren’t real.

Our Fraud team identifies fraudulent patterns which we filter out. Some of them are widely known, i.e. traffic from data centers. In addition, bot traffic is another popular source of fraud for which we’ve built our own bot traps. Apart from that, we detect different anomalies and combining that with a scoring system, we see whether we’re dealing with fraud or not. Fraudulent cases will be tackled reactively then and there and proactive measures will be taken in the long run to prevent it from happening again.

We conduct in-house experiments to improve our fraud detection skills. Fraud prevention combines data analyses from one side and creativity from the other side. We allocate time to experiment and test the data so we could be ahead of the market trends.

adcash anti-fraud system banner

In 2018, Adcash…

⚡ Helped advertisers save 11,8M USD

⚡ Filtered out up to 2,15B impressions per month

⚡ Blocked up to 27% of ad requests

 

Since Adcash offers advertisers many different payout types, we filter out impression, click and conversion/performance types of fraud to protect our advertisers from inflated costs. In addition to that, we also put in the same amount of work in detecting and filtering out fraud on the desktop and mobile devices. And we also take measures to fight fraud across all ad formats. In Q1 of 2019, we’re putting special focus on Native ads and improving our fraud filters for that format.

Adcash takes serious action against fraud and blocks users when they are generating fraudulent earnings. It doesn’t matter whether we deal with a big and very profitable publisher or a small one – we take out all fraudsters. We’re not afraid of impacting our revenue in the short-term by blocking fraudulent publishers because we wish to protect our advertisers.

Indeed, protecting our advertisers from devious publishers means protecting legitimate publishers. Fraud isn’t only having an impact on advertisers, whose costs are inflated by it, but it also pushes the market’s eCPMs down, as the market’s fraudulent traffic amount has grown from 5% to 50%. Thus, you need to be able to separate the good from the bad.

The better we are at tackling ad fraud, the higher budgets and payouts we’ll get from our advertisers, allowing publishers, who provide a real audience, to get paid accordingly. With that, we’re creating trust, since advertisers know that with those impressions, our impressions, they will have less fraud than with someone else.

Maxime Chevallon

Chief Operating Officer, Adcash

What is our special weapon in the fight against ad fraud?

Being a DSP, our aim is to make both types of customers happy, advertisers and publishers. Advertisers are happy when their ROI is high, while fraud is the biggest reason for an advertiser to lose money. Thus, we’ve developed cutting-edge anti-fraud technology to keep our customers satisfied. After all, the success of a publisher depends on the success of an advertiser.

Developing anti-fraud solutions and conducting fraud detection activities in-house gives us more visibility and control over the situation, which in the end gives us a bigger opportunity to help our clients. We’ll continue investing in our own team for them to become even better in fighting against fraud because we see a much bigger benefit in that.

The Fraud team uses our advertisers’ feedback to help us identify new fraud patterns. Thus, it is very important to us that advertisers get in touch with us when they’re seeing fake traffic. Adcash takes these types of claims very seriously and we take action accordingly. We’re willing to refund advertisers if the traffic their ads receive is fraudulent.

Also, preventing fraud ourselves helps us to deal better with false positives. Indeed, the happiness of our publishers does rely on the happiness of our advertisers. Yet, we don’t want to overprotect advertisers and be too extreme on publishers. For example, any time we introduce a new filter we always start gathering data instead of filtering from day one. Basically, we have informative and reliable statistics that show how much our publishers are generating from that type of traffic which we believe is fraudulent. We then use that data and visibility we have to make sure that we don’t start filtering out impressions, clicks or conversions that are actually legit. This helps us protect our supply partners.

Before filtering out any fraudulent traffic, we do thorough background checks to make sure that no mistake will slip through. Since we have an in-house team, we can tackle these issues fast and efficiently. And reverse decisions will be also made fast if needed.

Marja Kiisverk

Product Manager, Adcash

Tips for advertisers

Focus on CPA Target aka performance-based campaigns and measurable KPIs, as it’s then easier to spot fraudulent activities.

Remember that it’s all about collaboration. The moment you start seeing something too good or too bad, then you should either contact your manager or our Support team. For us, it’s all about customer satisfaction.

Tips for publishers

Publishers shouldn’t buy traffic from suspicious sources. It’s quite well known in the industry that publishers tend to buy traffic in order to be ranked higher in different lists due to their many visitors. Yet, this activity is still fraudulent and that small bit can make the whole network messy even though webmasters might not do it with bad intentions.

Be careful about your ad placements being prone to misclicks. We have often come across publishers who misplace an ad, especially with Native and Pop ad formats. This then causes confusion for users and doesn’t bring the required results.

 

To minimize the harm of fraudulent traffic, you should contact Adcash as soon as you notice something suspicious. That way we can tackle the issue straightaway and immediately help to save advertisers’ spendings that otherwise would be lost to fraud.

 

Keep an eye on us here:

Connecting intelligently at MWC Barcelona 2019

Connecting intelligently at MWC Barcelona 2019

For this past week, one sunny European location has been buzzing with techies. That’s because it’s MWC Barcelona week! That’s right, we’re talking about the largest mobile event in the world.

It’s not an exaggeration to say that the event overtakes Barcelona. Wherever you look, there are people walking around with the MWC badges. Metro is full of people from all over the world all going in the same direction and taxis are filled with people making business calls. For one whole week, Barcelona transforms from a digitally oriented city to a complete tech central as so many specialists from all around the world gather together in one place.

Being one of the most important tech and mobile conferences in the world, the event was set in 8 huge consecutive halls, each focusing on a slightly different area in the industry. Walking between those numerous halls one could easily see the change in scenery even without noticing that they have entered to a different hall. As each hall was full of specific type of products or services it was very easy to connect and meet relevant people.

Smart cars, AI robots, foldable phones and head devices that help you power nap more efficiently are just some of the technological solutions displayed at MWC. The theme for this year’s event was “Intelligent Connectivity” that included 8 separate core themes: Connectivity, AI, Industry 4.0, Immersive Content, Disruptive Innovation, Digital Wellness, Digital Trust, and The Future. Intelligent connectivity is used to describe the combination of the advanced 5G networks, IoT, AI and big data. The topic was chosen as the intelligent connectivity is the start of a new era that is made of personalized and contextualized experiences available to the people right when they want it.

With more than 100,000 people attending the event, Adcash prepared accordingly and we called our attending team a “tribe” who were making sure that our company had the best presence at the event. The conference programme brought about a talented crowd from many different leading companies and we were happy to have met them as well. After the last event day we did a little research within our team. The Adcash team that consisted of 14 people collected in total almost 700 business cards from different meetings and networking activities.

During the first two days of the event, we hosted a happy hour in our booth. As our company is international with offices in multiple locations, we wanted to pay a little homage to that. Vana Tallinn, an Estonian liqueur spirits brand, was sponsoring our happy hours and it was served with Spanish tapas. We want to thank everyone who came to have some fun at our booth and to network with our team, it was our pleasure hosting you and to introduce Estonian spirits to a larger audience.

MWC Barcelona was our second event of the year and it safe to say it will remain as one of the biggest ones that we’re going to attend in 2019. Keep an eye on our social media to learn more information about the upcoming events our team will attend:
A Monetization Guide For Publishers

A Monetization Guide For Publishers

Wondering how to monetize your website? Look no further, as we have prepared a complete monetization guide for you.

Our Publisher Managers, Liza Batserikova and Batuhan Berber, shared their knowledge and we put together a monetization guide that will be helpful for all of you, whether you’re a highly experienced publisher or a complete newbie.

How to start monetizing

Before starting to monetize, webmasters should focus on growing their audience. They should try to get as many visitors and as much traffic as possible. Once the website has a reasonable amount of visitors, it’s time to get to know your audience. It’s important to understand your website visitors’ behavior: why they visit the site, where they come from, how they interact with the content and how long they spend on the site. Also, knowing your audience is essential when picking the right ad format for your site as it is important to choose an ad format that keeps your visitors engaged thereby maximizing your earnings.

Once you have enough traffic and know your audience, then it’s time to get started! Our aim is to keep your audience happy by only showing relevant ads. But, in order to do so, we need to learn more about your site and its visitors. The more we know about your traffic the better. Also, to suggest the best setup for your specific site, we need to know where the biggest traffic volumes are coming from and whether it’s organic or acquired through other channels. Don’t be afraid to share these details with one of our dedicated account managers as together we can find the best monetization strategy and increase your ad revenue!

 

Strategical advice on effective monetization

Time and constant steady traffic volumes are the key elements in efficient monetization. Thus, when opting for a new platform, you should allow the system to get stable volumes during the testing period, so the system would be able to learn what optimization settings bring the best results. Even if you’re an experienced publisher and know how your traffic works, it’s still important that you give time for our optimization algorithms to start generating results.

During the testing period, it might be necessary to change or tweak the setup. Therefore, publishers need to be patient as it might take 2-3 days up to a week depending on the website and its volumes before it will start generating expected results. The clients who allow us to run multiple tests and go deeper into the analysis are the one who will get the best results in the long-term and often they boost their earnings. The time you spend with us will be rewarded with much more than you at first could even imagine, because as you succeed, we succeed.

Also, we don’t recommend to have too narrow ad campaign selection and whitelisting, unless you need to apply some necessary restrictions. This might limit your overall earnings and exclude the exploration of new demand sources.

Working exclusively with one network usually plays out better than combining different networks. If you’re using multiple networks at the same time, it’s important to understand that most of the networks have more or less the same campaigns. In addition, using multiple networks affects user experience that could damage both earnings and the overall website performance. Using only one network at a time helps you discover their full potential, as they can sell your traffic at a higher price which ultimately means more revenue for you.

We always advise publishers to get in touch with our dedicated Publisher Managers or our Customer Support. One of the unique values of Adcash is our hyper-responsive team, who’s highly competent in campaign optimization with the aim of providing you the most efficient monetization for your traffic.

As a website owner, keeping your audience pleased is just as important as generating a high revenue. Using a lot of advertisements and frequently displaying ads doesn’t mean that you’ll be making more money, instead, it might cause you to lose your visitors. Adcash is very transparent with their clients, we respect every request we receive from our clients and never make any changes without their request.

Batuhan Berber

Publisher Manager, [email protected]

How to choose the right ad format for your website

Choosing the best ad formats and placements to display on your site mostly depends on your audience, site’s layout and the type of content you have. We recommend to try and test different ad formats and placements to understand which solutions are preferred by your users and bring the highest eCPMs and ROI. We recommend using 1 or 2 ad formats on the same page. But firstly, let’s find out what ad formats and layouts could you use …

For websites with a lot of content and images (eg. Pinterest and Buzzfeed), we’d recommend using Native Ads. This non-intrusive ad format blends with the overall content and doesn’t affect the user experience. Native ads are a good way to keep your users engaged and at the same make some good money with it.

If the website is using purely video content, then Pop-Under will be the most suitable and profitable format. A winning combination for these sites is Pop-Under used together with Banner ads (especially 300x250). This mix has proven to bring very good results for our publishers. The placement of ads is the most important detail for sports sites, as they can be more aggressive and intrusive due to the fact that the user is really interested to access the content they provide anyway.

When starting out with Adcash, experienced publishers already know which ad format to choose. Usually, they want to start with Pop-Under as it remains one of the most profitable ad formats. But it isn’t always the best way to go. Why? Again, it’s crucial to know your audience and how they will react to different formats. Let our managers analyze your site to see whether this desired format is the best suited for your site or whether there’s another format that would perform better.

 

Why should publishers use Adcash

Adcash is very transparent and our platform offers publishers full access to statistics and earnings. So you can track your performance in real time! Plus, our flexible payment terms and fast payments are always loved by our publishers. Don’t forget that we also have a massive pool of global demand and together with our powerful ad technology we can deliver the highest value for your inventory.

Adcash offers full support for publishers. Whether it’s helping to set up your tags, choose the best ad formats or share some other tricks that will help you take your monetization strategy to the next level. In addition, we highly respect your needs and settings that you have set (i.e frequency capping) as you know your audience the best. Our dedicated account managers and support team are always here to help you with any questions or problems you might have. They always try to help you out as fast as possible. So don’t hesitate to contact us at any time.

We are also always on the lookout for new trends and solutions. We’re constantly improving our processes and technology to offer our clients the best service possible. Our message to webmasters is: “Share your feedback with us or inform us about a specific trend or need. We will give our 100% to deliver you anything that could be the next big thing!”

Publishers really need to think about the user experience when using the Pop-Under format. It should be non-intrusive, so that should be taken into account when thinking about capping and placement. Pop-Under should be placed where the actual content is located or i.e. in the game sections of the website, as those placement locations will bring better conversions. Identifying the website’s vertical correctly provides more efficient monetization as the campaign targeting will be 100% accurate. Feel free to confirm with your manager if the vertical that our team assigned to your website is the most suitable one and please do share your feedback on this regard. Since this little detail can often highly improve the performance.

Liza Batserikova

Publisher Manager, [email protected]

We really listen to what the webmasters want. It’s not just listening but we really take action as well, even in cases when they ask for a new product. Adcash wants to make your digital advertising and monetization journey as smooth and profitable as possible! 

Let us know if you have any questions about monetizing with Adcash or our platform in general. And if you’re a newbie in the monetization world, then sign up on our platform, contact us for a specific setup and start earning!

 

 

How to be a successful Media Buyer?

How to be a successful Media Buyer?

The digital advertising world is constantly changing, so what does it take to be a successful media buyer?

We sat down with our Senior Advertiser Managers, Jimmy Dewerdt and Keijo Suurkivi, to discuss what it’s like to be a media buyer in 2018. In addition, we talked about the main issues that media buyers face and how we could improve their performance on the Adcash platform. We also discussed why media buyers should use our online advertising platform and what the value and features are that set Adcash apart from the others.

 

#1 Keep mobile and desktop campaigns separate

The traffic for these two device types can be very different, so it’s easier and also more efficient to target them in separate campaigns. This allows you to tailor the optimization settings to one device type. You should also keep them separate to see what works best for your campaign, that will show you very clearly what you should target with your campaign and which device is generating better results. Running one campaign on both device types might bring you lower conversions than creating two separate campaigns that are the same but tailored to different devices. When you’re using CPM, don’t forget to use our wide range of optimization options. In addition to the most usual settings like zones and geos, make use of the option to select the OS, browser, language, etc. This might help you to reach a positive ROI more easily!

 

#2 Use one ad format per campaign

We do have a lot of different ad formats including pop-under, native, banners and push notifications to name a few. It might be tempting to mix them in a single campaign, but we would never advise doing so. Rather create one campaign per ad format and device (desktop or mobile). To save time you can easily create the same type of campaigns for different ad formats or devices by duplicating the campaign and adjusting it accordingly to the chosen format or device. All the settings remain the same, making the campaign creation faster yet it will still give you an opportunity to adjust the bid or other details you might need to change.

 

Often the first thing that media buyers ask are “what works on the Adcash platform?” and “what are the best geos to target?”. It all depends on the campaigns you’re running as each campaign is different and has different goals. Tell us what you would like to achieve and trust our team’s extensive experience and our optimization technology to make it happen.

Jimmy Dewerdt

Senior Advertiser Manager, [email protected]

 

#3 Run a test campaign with CPA Target

If it’s possible to add tracking, use CPA Target bidding method to run a test campaign. The CPA Target bid type automatically optimizes the campaign’s traffic and performance to maximize conversions and deliver them at your set cost per acquisition price. It helps you to save money and time as our advanced prediction technology will do the optimization for you and adapts the campaign accordingly to minimize your cost per conversion. But be patient,  keep the campaign live at least for 3 days and let the prediction algorithms to learn more about your campaign and deliver the expected results.

If you’re not able to add the tracking, then run the test on CPM but make sure that you have spread the budget and not to burn the budget in a few hours. Otherwise, you won’t understand what works and what doesn’t because the system won’t have enough time to analyze it.

 

#4 Try out other ad formats

If your campaign is working on one ad format but it’s also possible to use that content with other ad formats, you should give it a try! That might result in finding an even better-performing ad format for your campaign. In this case, using CPA Target is definitely the best choice for campaign exploration.

 

#5 Don’t be too narrow with your targeting

We have a lot of different targeting options but be careful to not go too narrow with your targeting. A niche audience might mean that your campaign might get very little impressions or none at all. That’s why it is very important that when you decide to whitelist some verticals you should first use the inventory forecasting tool to make sure that you will get traffic from your chosen verticals. If that’s the case, it’s also important to set a higher bid for your campaign. Running on the network price will not be enough in this case because the more narrow you go with the targeting, the bigger the competition gets because there are fewer campaigns competing there.

 

#6 A/B test your offers

Every media buyer should know the importance of running A/B tests to analyze and optimize campaigns. Try out your offers in different ways – especially with and without a pre-lander. This way you will see what works best with your particular offer. Sometimes offers work better with a pre-lander and sometimes without. In order to find out which option is more suitable for your specific campaign, you should test it. Once you have started running your campaign, you should be doing everything you can to make sure that you can boost the conversion rates.

 

We highly recommend to constantly trying and testing different things whether it’s testing your creatives, landing pages, ad formats, bidding types, and different offers. However, don’t ever test more than one variable at a time, otherwise, you will never know what made the difference.

Keijo Suurkivi

Senior Advertiser Manager, [email protected]

#7 Trust the technology and trust the team

Often new media buyers are very protective over their offers and clients. What should be clear from the moment you sign up is that we work as a team. Whether you’re a self-service advertiser doing it on your own and sometimes working with our Customer Care or you have a managed account – our team is here to help you and work together with you! In many cases, advertisers fail because they work on their own and don’t ask for any help. Adcash is a DSP+ platform, we have an ocean of traffic and if you cannot swim you’ll drown. So, if you need help, just ask, our work is to guide and help you! In addition to knowing that our technology is good, you also need to put the trust in our people because if you win, we win!

 

If you have enjoyed these practical tips then you will be happy to hear that there’s more to come! So stay tuned and we will continue with the next parts of our successful media buying tips very soon.

Meanwhile, if you haven’t used the Adcash media buying platform yet, then now is the perfect time to give it a go!  Sign up now and achieve your online advertising goals with Adcash DSP+!

 

 

NEW! Make your ads seen with Native Push Notifications!

NEW! Make your ads seen with Native Push Notifications!

We’re excited to announce that our newest high-performing ad format is here – Native Push Notifications!

Native Push Notifications is a term that has been creating quite a buzz during this past year. We are of course talking about the new advertising format that enables marketeers to deliver notifications straight to users’ devices. Push Notifications allow new possibilities for digital advertisers to reach their target audience and publishers to monetize their traffic in real time. Read more to find out why Native Push Notifications should be part of your online marketing strategy.

 

How do Push Notifications work?

Before users start receiving Push Notifications, they will be asked their consent. Once they have opted-in, the ads will be shown on the top right-hand corner of the desktop and on mobile devices they will appear on their home screen.

 

Users have to opt-in to start receiving the ads

 

Push Notifications look like alerts that users are used to seeing, whether it might be a calendar appointment notification, new email alert, a new Skype message or any other notifications that prompt users to take an action. Therefore, that is why people are more likely to click on them rather than ads on a particular website or social media. Push notifications don’t disrupt the user experience by one bit and provide flexibility and urgency to show the content at the right time.

 

This is how the Adcash Push Notifications look like on users’ devices 

 

Why should advertisers use Push Notifications?

Native Push Notifications help advertisers to reach their audience in the most innovative way. This format gives advertisers direct access to their target audience without any intermediaries. This means that the ads will be delivered directly to users’ devices – they don’t even need to be on a website or mobile browser to receive it.

In addition to giving advertisers a better reach, there are multiple other reasons why this format stands out. Since users have to first agree to start receiving the notifications, it guarantees bot-free traffic, meaning that ads are only seen by the real user.

This format ensures high visibility and reach for your ads. Push Notifications are a brilliant way to acquire new users and this is because Push Notifications look like alerts that immediately grab attention without being intrusive which guarantees high engagement and click-through-rates (CTRs)!

With Adcash DSP+ platform, advertisers can create Push and Web Native campaigns within the same campaign. It saves you time by creating two separate Native campaigns and all you need is an eye-catching image, attention-grabbing title and your brand name to attract users attention. Plus, you can choose from our macros (i.e. country, city, OS) to make the ads even more relevant to consumers and use our wide range of targeting options to show the right content to the right audience.

 

Push Notifications for publishers

Push Notifications offer publishers an unexpected way to monetize their audience. This new user-centric ad format brings high eCPMs for publishers.

There are multiple other reasons why this ad format is so special. It offers a non-intrusive ad experience to the website users and an easy monetization for publishers since it can be used alongside other ad formats giving publishers additional revenue without affecting any other ad formats.

In addition, publishers will get high visibility and engagement as this unique and eye-catching ad format will be shown to the user on their device, which means that they don’t need to be on the publisher’s site. The notifications don’t take up any ad space on your website as they’re not placed there but as an alert instead, which offers a smart way to make more money.

With Adcash, publishers can integrate Push Notifications very easily by copy-pasting just one single script on their website. No additional steps required!

 

Need any assistance?

If you might have any questions about the new Native Push Notifications ad format or our platform in general, then please drop us a line at [email protected].

 

 

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