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stop ad fraud initstracks with mfilterit

This PDF explores how ad fraud is silently draining digital ad budgets across platforms like Google, Meta, OTT, and programmatic networks. It showcases how mFilterIt uses AI, real-time traffic validation, and full-funnel protection to detect fake clicks, bots, and unsafe ad placements. With insights into fraud patterns, industry stats, and a real client case study, the document illustrates how brands can reclaim ad spend, improve attribution accuracy, and ensure brand safety through mFilterItu2019s advanced solutions.

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stop ad fraud initstracks with mfilterit

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  1. Combatting Ad Fraud with mFilterIt How Ad Fraud Is Silently Bleeding Digital Advertising Budgets

  2. What is Ad fraud? Ad fraud happens when advertisers are tricked into paying for fake or non-human interactions with their ads. A bot is software that mimics human actions online. It follows code to perform tasks like clicking ads or visiting websites automatically. 2

  3. Average Fraud across Platforms & Geographies through the Customer Journey Europe US India MENA 50% 43% 45% 40% 35% 35% 35% 35% 32% 28% 30% 27% 27% 26% 25% 24% 23% 25% 20% 18% 18% 18% 18% 18% 18% 18% 20% 18% 17% 16% 16% 16% 15% 15% 13% 15% 9% 9% 9% 8% 8% 10% 7% 7% 7% 5% 0% Google Search Google Search Partners GDN DV360 FB Audience Network FB.com YouTube Affiliates & Direct Publishers OTT & CTV Allow you to place ads across Google's vast network of search results. Ads are shown to people searching for products & services. Search partners extend the reach of Google Search ads on non-Google websites (who partner with Google), YouTube & other Google sites. Google Display Network (GDN) is a group of more than 2 million websites, videos, and apps where your Google Ads can appear. Google Marketing Platform’s DSP for programmatic media buying, allows advertisers to activate media buys with a maximum control. Facebook shows ads on a variety of other apps & feeds outside of the social media platform including Instagram, Facebook Messenger. Facebook ads refer to online advertisements that are created and published on the Facebook platform to be targeted to its users. Advertising on YouTube, the online video- sharing platform, promoting video content, or in relevant search terms in YouTube Search. While there is a huge fluctuation in affiliate fraud. With outliers giving more than 80-90% fraud, we can assume average fraud as above. Ads on OTT & CTV platforms are placed through streaming services & delivered to viewers within video content to targeted audiences. Proprietary and Confidential | 3

  4. What Is Happening In The Industry? *Source: Barracuda Report 70% brands exposed to brand safety risk at least once: EY Report $100Billion of ad spend lost due to ad fraud in 2023 25% 29% The figure is expected to rise to $172 Billion by 2028 Good Bots Ads delivering alongside risky content or fake news 15% of the expenditure was allocated to Made-For Ads Sites *Source: Statista Report 64% 39% 64% Bots make up internet traffic US adults' users believe social media feeds disinformation 21% of Impressions appeared on Made- For-Ads Sites Bad Bots Leading Internet Security firms have indicated LARGE number of bots on online space 31% 48% of brands do not own direct DSP data access resulting in transparency issues US adults believe misleading use of AI will increase 36% Humans *Source: Barracuda Report *Source: eMarketer Brand Safety Report *Source: ANA Programmatic Report Proprietary and Confidential | 4

  5. Click to edit Master title style Channels Most Affected by Ad Fraud Video Advertising (e.g. YouTube, OTT) In-App Advertising (Mobile Apps) • With growing in-app usage, install fraud, click injection, and spoofed engagement are common. • Projected to account for 52% of global ad fraud losses by 2028. • High-value CPI/CPA campaigns are prime fraud targets. Search & Social Advertising • Fake clicks and bot engagement inflate CTRs, drain budgets. • Fraudsters exploit autoplay, muted, or hidden ad placements. • Smaller browsers and social platforms offer low visibility into fraud. • Fraudsters exploit limited verification on these platforms to run mass-scale scams. • Fake impressions and view counts inflate costs. • Estimated $4 billion lost on YouTube video ad fraud in 2023 alone. Proprietary and Confidential | 5

  6. Challenges Faced By The Brands 1 2 3 4 Invalid impressions bringing invalid views Breach of brand defined Frequency Caps Impressions served on Made- For-Ads Sites Unclear Brand Safety Metrics Proprietary and Confidential | 6

  7. Way Forward 1 2 Utilize AI and machine learning tech partners to adapt and identify new bot patterns continuously in real time Enforce rigorous processes to verify the legitimacy of ad placements and user interactions. Proprietary and Confidential | 7

  8. The Pain-points we address The mFilterIt perspective Pain Points Addressed Invalid Traffic 23 23% % Synthetic Identities 17 17% % Frauds due to non-recognition & personalization of visits Avg. Media Budget Drainage E-com Insights Challenge 12 12% % Non-optimised availability & supply chain issues Fake Leads 27 27% % Of leads are filled by bad bots or fake users Brand Safety across Open Web 7% 7% Of ads are played on unsafe inventory 8

  9. mFilterIt’s Omnichannel Coverage Environment Based App Web OTT/CTV Campaign Orientation Based Biddable Non-Biddable Integrated with Media Brand Safety across All Channels Media Spends Based Performance Campaigns Programmatic Campaigns Proprietary and Confidential | 9

  10. Click to edit Master title style Ad Fraud solution What you need What mFilterIt offers • Real-time ad fraud protection • Verified and clean traffic • Accurate attribution data • Multi-channel fraud coverage • Transparent reporting • Automated fraud response • Trustworthy performance insights • AI-powered fraud detection in real time • Validation of traffic authenticity • Attribution integrity and correction • Coverage across web, app, OTT, and more • End-to-end transparency and reporting • Smart blacklisting and threat filtering • Actionable insights for campaign optimization Proprietary and Confidential | 10

  11. Benefits Of The Ad Fraud Solution Potentially increase revenue from legitimate ad impressions & clicks Optimize content and ad placements more effectively, enhancing overall site performance Stay compliant with ad network policies, avoiding penalties and bans Lower costs associated with managing and investigating fraud manually Demonstrate proactive fraud management, providing a competitive edge in securing premium ad deals Command higher cost per thousand impressions (CPMs), boosting overall ad revenue Proprietary and Confidential | 11

  12. Features Safeguard Against Sophisticated Fraud Techniques Full funnel Protection Advanced Insights for effective Campaign Management SeamlessMajor Platform Integration Combined Expertise of Machine and Human Multi-Layered AI ML Approach 12

  13. mFilterIt Ad Traffic Validation Strategy Full Funnel coverage across various Digital Channels Organic Sales Vs False Attributed Sales Genuine leads Vs Malicious Leads Actual Customer Visits Vs BOT stimulated Driven by Potential Customers Vs Software generated Ad Visibility Pre-Bid & Post Bid Visits/ Purchase/ Leads/ Installs Installs Sale Sale Events Impressions Leads Clicks and many more Meta Audience Network Programmatic, OTTs and CTV Platforms Other Affiliates & Networks Bing Google PPC YouTube Deduct Payout Against Fraud deliverables (Post Paid campaigns) Save your budgets from fraud by Active Blacklisting (Prepaid / Rolling Settlement payout) Over 90% of Global Digital Spends already under our solution portfolio Programmatic, Biddable, Non-Biddable, Walled Gardens, Emailers* Proprietary and Confidential | 13

  14. mFilterIt’s Touchstone Invalid Traffic Detection Checks Ad Stacking Made-For-Ads Sites Pop Under Geo Location VPN / DCH Proprietary and Confidential | 14

  15. Case: Major Gaming Player Case Highlights Case Overview Invalid Traffic From Impressions & Clicks Summary Overall Invalid Traffic CLIENT OBJECTIVES 5.82% 6.00% 4.75% The publisher was facing challenge in selling his inventory due to invalid traffic from sub publsihers. • 5.00% 3.28% 4.00% 2.31% 3.00% Impressions: 9.23% Clicks: 8.62% 2.00% 0.74% 0.51% 0.36% 0.09% 1.00% 0.00% VPN/DCH Probabilistic Deprecated OS Deprecated Browser KEY INITIATIVES Impression Fraud % Click Fraud % mFilterIt is brought in as an independent auditor to identify gaps within the publisher’s digital ecosystem. • Top 5 Creatives vs Invalid Traffic 200,000 25.00% 180,031 180,000 19.20% 160,000 20.00% 130,370 BUSINESS IMPACT 140,000 120,000 15.00% mFilterIt was able to detect significant invalid traffic within the impressions & clicks generated. The fraudulent inventory was removed from publisher's ecosystem and publisher was able to charge premium on cleaner inventory • 11.46% 9.92% 100,000 80,000 10.00% 49,128 5.43% • 4.90% 60,000 40,000 5.00% 9,540 7,295 20,000 - 0.00% 138475959846` 138475959765` 138475950480` 138475970382` 138475967952` Total Impressions Invalid Traffic %

  16. mFilterIt Impact Creating value for digital brands $500 MN + Saved For 20% Saved Campaign Budget Drainage Clients 3 BN + Unique Device Coverage 1 BN + Video Frames Analyzed 2 BN + 500K + Flagged Unsafe Content Globally Ad Transactions Validated Weekly 16

  17. Thank you

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