Tag Archives: Google

Google Eclipse: Don’t Get Burned

An eclipse is a very rare occurrence.  Ancient myths say earthquakes happen, volcanoes erupt, or aliens appear.  Other myths say it drives man crazy.  Today we see Google giving refunds back to their clients for their many years of massive ad fraud.

This is a very good move on Googles part to temporarily keep regulators at bay.  The massive ad fraud problem they have is now shifting from Googles liability to the publishers.  This is similar to how credit card companies make their merchants pro active with credit card fraud and the fee which is charged to them.   Keep in mind, this shift is only for the Google Network Members.  Google Properties will still have massive ad fraud.

By shifting the ad fraud refund to publishers, Google is now trying to show the appearance of a “real exchange“.  Exchanges are known to be unbiased between multiple buyers and sellers.  A very important characteristic exchanges have is one that acts as a third party without taking proprietary positions or making markets as we see with Google.  Google fails at that part by front running ads.  Also, exchanges exercise power between it’s members conduct as we see with Google enforcing refunds for ad fraud among it’s members. This gives Google the upper hand.

But…..don’t be fooled.  This new refund is only coming from Googles Network Members and not from Google properties such as Google Search, Youtube, Google App, Gmail, Google Maps, and Google Play.  Note below on Google’s most recent 2017 Q2 report that Google Network Members contributes to only about 19% of it’s Google Advertising Revenue.  What this means is, the Google Network Members line will decrease in the future and Google will focus on increasing it’s main business that doesn’t have to give refunds back.   Google properties accounts for 81% of its ad revenues.

What are advertisers and Google Network Members supposed to do?

From an advertisers point of view, an advertiser should only use Google Network Members that opt into the refund program.  The advertiser must use technology such as SecureAd to show proof of fraud and collect the GLCID which is required from Google.   We are seeing more advertisers and ad agencies being proactive with ad fraud.  The reasoning is to show value and transparency to their higher ups for what they are doing in this ever changing adtech ecosystem.

From the publisher’s point of view which are the Google Network Members, they are going to want to make sure they have publisher analytics in place for when Google requests a refund back.  The publisher analytics are very important because it will verify any discrepancies that may arise between the advertiser, Google, and the publisher.

A note should be made, Google will refund the “Platform Fee” which is around 7-10% of total purchase.  This is peanuts for the revenue juggernaut.

Solar anomalies can cause unnecessary hysteria and make fools of people.  While many ended up in the emergency room for putting sunscreen on their eyeballs, Google continues  to burn it’s clients and eclipse regulators.

 

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.