Most of you have seen Star Wars the movie and are familiar with the term “The Force”. It’s an analogy on how easy it is to go from good to evil.
eZanga, “The Trusted Online Marketing Firm” somehow lost its way as a digital ad agency. Being involved in ad fraud research, eZanga went to the dark side as mentioned in a new report from Dhar Method’s titled “Ad Fraud in Our Own Backyard“. eZanga is a contractor for US General Service Administration (GSA) without any shame. The dark side runs deep with eZanga.
Fear is the path to the dark side. Fear leads to anger. Anger leads to hate. Hate leads to suffering.” -Yoda
Speaking of the dark side, ad fraudsters targeted porn sites with a newly discovered scam called “Traffic Alchemist“. They disguised their fake traffic as views on reputable sites such as Google and Twitter to trick Google Analytics. These scammers have scammed $7M per month since April 2016.
Also a note on the light side, Oxford BioChronometrics won an award from NATO for innovation in defense technology. Instead of being accredited by MRC, ANA, IAB etc… we took it up a notch and won a NATO award.
The fraud continues in the digital advertising ecosystem. As the Jedi Master Yoda says:
“You must unlearn what you have learned.” – Yoda
2016 introduced us to the lethal weaponry of DDoS attacks on a scale unseen in previous years. A favorite entry tactic was the use of IoT devices like malware botnet called Mirai. The hitlist included AirBnB, Amazon, GitHub, Spotify, Tumblr, Twitter, and Xbox. More recently Lloyds Bank was attacked with new versions of the Mirai malware botnet. We are seeing malware morph as seen in adtech by the HummingWhale.
Adtech cyber crimes continue HARDER, FASTER, BETTER, and STRONGER. Most recently an adtech botnet called MethBot generated millions of dollars per day with 6,000 domains, 250,000 URLS, and 500,000 IP addresses. The MethBot was clouded in two different locations with a custom browser and random mouse movements to mimic humans. This will morph into a newer version in 2017.
This is the tip of the iceberg of what’s going on in the adtech eco-system. Fraud is running rampant in adtech creating major conflicts of interest seen with the Criteo and Steel House lawsuit.
Fake adtech estimates are from $7B to $18B per year. The size of the ad fraud iceberg is closer to $100B+ per year…
Malware is on the rise and will continue. Wherever there is money to be made, fraudsters will be there. Ad fraud affects the entire eco-system of ad tech from the advertisers, publishers, exchanges, and the adtech systems used. The survivors will be the ones creating value for their clients with ROI.
Google was a pioneer in introducing a feature every advertiser wanted, highly specific target marketing. It was cheaper than TV ads. Programmatic advertising became very profitable for advertisers, publishers, and exchanges. Everybody drank the ad-tech Kool-Aid. The biggest casualties of all that Kool-Aid today are the independent publishers. Is ad tech evil?
The little publishers lose again. The independent publishers don’t have the branding of Time or The Wall Street Journal with highly legit traffic. These small publishers are the people that use GoDaddy and have a WordPress blog.
Another factor affecting the small publishers is the growing trend of ad blockers. We even see the dark side of ad blockers receiving kickbacks for letting paid ads in. Ad blocking is said to have up to 150-200 million users and growing.
With the invention of BioChronometrics, advertising fraud (click, impression, and display) has become an unnecessary evil! If you want to discuss how to get 100% human traffic for your site, please message me using my anti-bot contact form here.