Tag Archives: Google

Adtech Basic Math

Math as a kid was about counting on your fingers. I forgot which grade it was but it lasted for a few years till multiplication arrived. The good ole days.  Keep those memories fresh.

Recently we are seeing math problems that can be solved on our fingers in adtech. The Wall St Journal (WSJ) just figured out that by abandoning Google, they instantly increased their conversion analytics.  What a miracle! Eliminate bots and your conversions increase.

This is the type of value creation that advertising and marketing departments get giant bonuses for.  Simply by blocking Googles search, the WSJ was able to increase the rate of visitors converting into paying clients.  Although the WSJ dropped 44 percent of it’s fake traffic from Google, the conversions increased.  This truly shows how many bots Google has. This is basic level math.

Lets see how this works again.  By shutting off Google traffic, you increase conversions because instead of trying to convert a robot to a paying human, you eliminate the bot and only serve to real humans.  Interesting concept…

Block bots and increase conversion will be this summers model.

 

eCommerce Fraud Gone Wild

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This past Sunday, I decided to take a relaxing stroll.  The air was crisp, the birds were chirping, families were decorating their houses for Halloween.  But the scariest sight to behold was inside my local Trader Joe’s!  Lines to check out ran the length of the store, people were angry, kids were screaming, Moms were stressing, ice cream was melting.  I’d never seen such chaos. I figured it must be the end of the world and nobody told me.  People must be stocking up on everything right?  Beer, vodka, tequila, you know – the essentials for the end of the world 🙂  So I grabbed my groceries and waited, and waited and waited … in a line that would not budge.  I asked the checker, why the long wait?  He said, “We got the New Chip and it takes forever to process.”  Instead of a swipe, the new cards “EMV” which stands for EuroPay, MasterCard, and Visa takes a push-and-wait 35 to 40 seconds for verification.  Is this push-and-wait the doom of plastic and the cataclysmic shift to mobile wallet payments?

At the point of sale (POS) machine, I noticed the “Android Pay” logo.  I had used the Google Wallet a few months earlier at Rite Aid, but it was limited on the stores that accepted it.  Google also re-branded the Google Wallet to Android Pay to make it sound like Apple Pay.  Today was my lucky day, I had an opportunity to try out Android Pay 😀  I pulled up the app and selected my electronic credit card of choice and gently put my phone against the POS machine.  In 2-3 seconds the cashier was looking at me in amazement and couldn’t believe how fast I paid. As he handed me my receipt, I thought “Wow, plastic is history!”

Flashback a few weeks ago prior when I was purchasing tickets on EventBrite they added Android Pay to the payment options.  I usually chose PayPal because it’s much faster than wasting my time on the web checkout entering CVV codes and my credit card info.  So I decided to give Android Pay a try.  With a few clicks, I was done.  Wow, “fast and completely painless!”

Because of the speed and security of electronic wallets, consumers will adopt electronic wallets very quickly in the next few years. The in person retail fraud will drop and most fraud will be in cyber space with eCommerce sites that use “card not present”.   With the introduction of eDNA, eCommerce sites can reduce their fraud by authenticating the user on the site or mobile device for a purchase. eDNA is a new technology that is derived from BioChronometrics which is passive user authentication based on a users behavior such as type, text, click, or swipe.  Message me if you need help with the flood of eCommerce fraud.  It’s not the end of the world, just the end of plastic!

Ad Tech: Don’t Be Evil

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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.