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" ... Another key point you can make is that the data you had been given by your media agencies and the fraud detection tech they use were understating the levels of fraud. That was the data you had at the time; now you have new analytics to look at. The reason those reports under-report fraud is because they focus on just the traffic coming to the site, and whether it was invalid (“IVT” - invalid traffic). But invalid traffic coming to the site is just one form of fraud; other forms of fraud happen on the page (popunders, stacked ads, hidden iframes, pixel-stuffing, etc.) and in other channels that are simply less measurable — e.g. mobile apps, video ads, and CTV/OTT. Furthermore, when these fraud detection services report a number like 15% IVT, they don’t explain how they measured it. So you can’t tell if it was correct or not, and your only recourse is to seek a refund for what they marked as fraud. ... "
" ... My tools are called analytics for a reason. Marketers large and small are logging into the analytics so they can monitor their own campaigns and see the fraud for themselves. The analytics takes into account IVT — bot traffic — as well as other forms of fraud like ad stacking, pixel stuffing, popunders, etc. It also shows suboptimal things that can be improved — like ads running in the overnight hours when humans are asleep, ads shown out-of-geo, overfrequency problems, etc. The analytics are like a smoke detector; it tells the marketer where to look more closely to find fraud and also suboptimal things that can be tweaked to make the campaign run better. And the key is that the marketer can see where the fraud is coming from — which sites and apps are causing the fraud, so they can add those sites and apps to block lists and stop wasting ads and money on them. I teach clients how to use the analytics so they can do it themselves. ... "
" ... What if those detection vendors are only looking for bots and missing other forms of fraud like the “cheat-y” things that sites to — pixel stuffing (sticking ads in 1x1 pixels), ad stacking (sticking 100 ads on top of each other), ad slot refreshing (repeatedly refreshing ads to get more impressions), popunders (popping invisible browser windows to load more ads and webpages), etc.? What if those detection vendors fail to catch the flashlight apps, alarm clock apps, keyboard apps, selfie camera apps, and donkey simulator apps loading ads in the background when neither the app or the mobile device is in use? What if IVT detection didn’t account for browser plugins and toolbars loading webpages, sending fake clicks, injecting ads into other websites, and manipulating attribution urls, etc. ... "