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Dr. Augustine Fouacfou [at] mktsci.comhttp://linkd.in/augustinefouJuly 2014

Bot Generated Pages, Sites, Content

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Bots Make Fake Websites

There has been a massive increase in fake websites using plagiarized content and stuffed full with ads.http://www.google.com/insidesearch/howsearchworks/fighting-spam.html

Number of “

pure spam

” site

s

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Algo-generated PagesSource:http://www.highdefdigest.com/tags/show/Seiki_Digital

Characteristics:• typically blog platform• keywords optimized for each

post to attract organic traffic• content plaigiarized from press

releases and other sites• stuffed with display ads,

affiliate links or link bait

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Not Human-ReadableCharacteristics• Auto-generated by bots,

stuffed with search keywords• To attract organic search traffic• Not human readable (low

instance of natural phrases)• Stuffed with affiliate links and

display ads

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Ad Stuffed Pages85 ads on page

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Keyword Stuffed Pages

Alexa[no data]

Compete[no data]

Quantcast[no data]

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Forum Sites – ad per post

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Algo Generated Sites

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Identical Template Siteshttp://picturesandbox.com/screengrab/grid.php

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Hundreds of Identical Sites

Source: more screen captures http://picturesandbox.com/screengrab/grouped.php

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Bot Generated Facebook on Facebook

using many of the same images and randomized content

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Dr. Augustine Fou – Digital Consigliere“I advise clients on optimizing advertising across all channels. One main area of focus is reducing ad waste due to fraud – fake impressions, clicks, leads, and sales.”

FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)

MCKINSEY CONSULTANT

CLIENT SIDE / AGENCY SIDE EXPERIENCE

PROFESSOR AND COLUMNIST

ENTREPRENEUR / SMALL BUSINESS OWNER

PHD MATERIALS SCIENCE (MIT '95) AT AGE 23

@acfou

ClickZ Articles:  http://bit.ly/augustine-fou-clickzSlideshares: http://bit.ly/augustine-fou-slidesharesLinkedIn: http://linkd.in/augustinefou

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Related ArticlesFake YouTube VideosBy: Augustine Fou, December 2013

Fake Linkedin ProfilesBy: Augustine Fou, December 2013

Fake Facebook ProfilesBy: Augustine Fou, Dec 2013

Fake Twitter AccountsBy: Augustine Fou, August 2013

An Ecosystem of Digital Ad FraudBy: Augustine Fou, October 2013

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Digital Ad Fraud BriefingBy: Augustine Fou December 2013

Ad Fraud Fighting TechniquesBy: Augustine Fou October 2013

How Display Fraud WorksBy: Augustine Fou, May 2013

How Click Fraud WorksBy: Augustine Fou, November 2013

The Magnitude of Digital Ad FraudBy: Augustine Fou, November 2013

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APPENDIX

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Digital Ad Spend (IAB FY 2013)

Impressions(CPM/CPV)

Clicks(CPC)

Leads(CPL)

Sales(CPA)

Search 43%$18.5B

Video 7%$3.0B

Lead Gen 4%$1.7B

11% Other$4.8B

Source: IAB, FY 2013 Internet Advertising Report, April 2014$36.2B

Display 19%

$8.2B

Mobile 15%$3.7B$2.8B

NOTE: figures from IAB FY 2013

($43B annual ad spend)

CPM Performance

• classifieds• sponsorship• rich media• email

$6.5B

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Digital Ad Fraud EstimatesImpressions

(CPM/CPV)Clicks

(CPC)

Search$18.5B

$36.2B Ad Spend

Display$8.2B

Video$3.0B

Mobile$3.7B$2.8B

(U.S. digital ad spend only)

DollarsAvg Fraud Rate

$4B50%Display

$2B60%Video

$6B30%Search

$2B40%Mobile

$14BTOTALS 39%

Multiple sources