{"id":16756,"date":"2020-08-04T13:52:12","date_gmt":"2020-08-04T08:22:12","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=16756"},"modified":"2022-09-27T13:31:36","modified_gmt":"2022-09-27T08:01:36","slug":"is-your-ad-tech-partner-involved-in-fraudulent-activities","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/","title":{"rendered":"Is Your Ad Tech Partner Involved in Fraudulent Activities?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\r\n<p>Running an online news website is a tricky business. From delivering a fresh story with accuracy to keeping it interesting for readers \u2014 news publishers put a lot of effort to build their position in the market.<\/p>\r\n\r\n\r\n\r\n<p>What if I tell you that a top news website generating millions of pageviews is fake? <em>Albany Daily News<\/em>, a website reaching 10M pageviews in August 2019, is fake. The saddest part \u2014 it got 5 times more pageviews than the original 160-year-old <em>Albany Times Union<\/em> newspaper.<\/p>\r\n\r\n\r\n\r\n<p>Similarly in Canada, <em>City of Edmonton News<\/em> has generated more pageviews than authentic local news operations such as the <em>Edmonton Journal<\/em> and <em>Edmonton Sun<\/em>. The <a target=\"_blank\" href=\"https:\/\/www.buzzfeednews.com\/article\/craigsilverman\/fake-local-news-sites-albany-edmonton\" rel=\"noopener\">list doesn\u2019t end here<\/a>.<\/p>\r\n\r\n\r\n\r\n<p>These fake websites don\u2019t have a good site structure and are not updated for months. Then how are they getting so much traffic and running ads? To answer this question, we have created this article to understand the depth of ongoing ad fraud.<\/p>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/#They_Use_Fake_Niche_Sites_and_Click-Bait_Content\" >They Use Fake Niche Sites and Click-Bait Content<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/#They_Launder_Traffic_by_Showing_Ads\" >They Launder Traffic by Showing Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/#They_Generate_Artificial_Traffic\" >They Generate Artificial Traffic<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/#Long-Term_Investment_Fraud_in_Ad_Tech\" >Long-Term Investment Fraud in Ad Tech<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/#Why_is_This_Bad_for_Publishers\" >Why is This Bad for Publishers?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/#Final_Word\" >Final Word<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"They_Use_Fake_Niche_Sites_and_Click-Bait_Content\"><\/span>They Use Fake Niche Sites and Click-Bait Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>How to spot a fake website?<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>They have no named beneficiary,<\/li>\r\n<li>No social media account,<\/li>\r\n<li>Use re-written content from other original publications,<\/li>\r\n<li>Try click-bait articles such as celebrity content,<\/li>\r\n<li>Have bad design and no updates for months,<\/li>\r\n<li>And one cannot find their office address or contact details.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>These websites are known to steal money from brands by showing ads on sites and apps with fake or manipulated audiences.<\/p>\r\n\r\n\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"They_Launder_Traffic_by_Showing_Ads\"><\/span>They Launder Traffic by Showing Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>You might have seen click-bait ads such as \u201830 Before-After Pics of Celebrities Who Lost Weight\u2019 and similar native ads on various websites.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"662\" height=\"533\" class=\"wp-image-16757\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/Celebrity-content-ads.png\" alt=\"Celebrity content ads\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/Celebrity-content-ads.png 662w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/Celebrity-content-ads-300x242.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2020\/08\/Celebrity-content-ads-150x121.png 150w\" sizes=\"(max-width: 662px) 100vw, 662px\" \/>\r\n<figcaption>Example of celebrity content<\/figcaption>\r\n<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p>In some cases, it has been found that fraudsters are running similar ads on these websites using such click-bait content. Meaning, the users are redirected from one fake site to another \u2014 inflating traffic for each of these.<\/p>\r\n\r\n\r\n\r\n<p>If this doesn\u2019t sound alarming, then consider this: Fake-website-1 shows a clickbait ad to redirect to Fake-website-2. For this, Fake-website-2 pays $5. Now, Fake-website-2 shows an ad from an actual brand that paid $8 for the impression. Given both these fake sites are managed by one fraudster, $3 (8-5) made it to their account without doing anything.<\/p>\r\n\r\n\r\n\r\n<p>Both the fake sites sold inventory \u2014 upscaling their overall score. The second ad resulted in more money is a hypothetical situation, it can make less money than the number invested by fraudsters. But if we add more such fake websites to the mix, the average will always be more for the fraudster.<\/p>\r\n\r\n\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"They_Generate_Artificial_Traffic\"><\/span>They Generate Artificial Traffic<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>There are tools available to <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/identify-bot-traffic\/\" rel=\"noopener\">detect bot traffic<\/a>. But some traffic bots have sophisticated designs to manipulate preventive measures. Artificial traffic is one such example. An artificial user (bot), controlled by a technical algorithm, visits one of the sites of the scheme directly or with a fake referrer.<\/p>\r\n\r\n\r\n\r\n<p>This artificial bot contains the forged personal data to share with DMPs. These bots are designed to click on the specific types of ads to make them valued prospects for brands. And when these real brands show ads to these bots, they make sure to click to get money from them.<\/p>\r\n\r\n\r\n\r\n<p>These are indeed a long-term scheme that requires great knowledge of ad tech. And this is why the pointer directs toward the <a href=\"https:\/\/campaign.adpushup.com\/best-ads-network\/\">ad networks<\/a> who understand all the ins and outs to misuse them.<\/p>\r\n\r\n\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"Long-Term_Investment_Fraud_in_Ad_Tech\"><\/span>Long-Term Investment Fraud in Ad Tech<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>As mentioned above, these fake websites are known to either have support or are owned by known ad technology companies.<\/p>\r\n\r\n\r\n\r\n<p>Imagine an <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\">ad network<\/a> running 5 such fake sites \u2014 all the revenue generated by showing redirect ads, ads from the actual brand, and clicks from bot traffic \u2014 a share of all this will go to the ad network.<\/p>\r\n\r\n\r\n\r\n<p>Consider the above example again, if Fake-website-1 and Fake-website-2 are handled by an ad network, then a percentage share of both the ($5 and $8) ads will go to this ad network. Adding $3 made by doing this scam, this ad network is not only inflating its earnings but also making additional dollars.<\/p>\r\n\r\n\r\n\r\n<p>This ad network can show to its investors that they are making a huge amount of money and their business is a success. They can even ask more investors to put their money in the business \u2014 leading to investment fraud.<\/p>\r\n\r\n\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"Why_is_This_Bad_for_Publishers\"><\/span>Why is This Bad for Publishers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>The real advertisers are at a clear loss here. Their ad spending is being wasted on bot traffic and uninterested users. However, this also affects publishers, here is how:<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li><strong>Brand reputation:<\/strong> These fake sites often copy the name of real news\/magazine brands for users to trust them. But when they show low-quality sites and content, it ultimately risks the reputation of real publishers.<\/li>\r\n<li><strong>Financial Loss:<\/strong> Ad money spent on fake sites is also a loss for publishers. Over <a target=\"_blank\" href=\"https:\/\/www.usatoday.com\/story\/money\/2019\/07\/24\/journalism-jobs-2000-american-newspapers-close-15-years\/39797141\/\" rel=\"noopener\">2000 newspapers have been shut down<\/a> in the US in the last 15 years. The prime reason for this being a decrease in funding. And then we have these fraudsters taking away brands\u2019 ad spending while real journalists are forced to close.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><strong>Why shouldn\u2019t you work with such partners?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>Cons of working with such partners outweigh the limited advantages they offer. They could be redirecting your users to their fake sites and using personal data of your users to forge sophisticated bots.<\/p>\r\n\r\n\r\n\r\n<h2><span class=\"ez-toc-section\" id=\"Final_Word\"><\/span>Final Word<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p>Here are some immediate steps needed to overcome such fraud:<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>Ability to detect traffic laundering<\/li>\r\n<li>Revert the revenue spend on sophisticated bots<\/li>\r\n<li>Penalize ad tech companies involved in such practices<\/li>\r\n<li>Immediate investigation of such long-term scams after the discovery<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Ad tech works best for those who understand the ins and outs of it. This is the reason we are seeing such bad practices without anybody calling out the fraudster \u2014 it\u2019s not illegal to own a website if you are a network.<\/p>\r\n\r\n\r\n\r\n<p>We need a system of a professional and independent audit of digital assets and technical companies. And finally, publishers need to assess the partners they are signing up with to protect themselves against the above-mentioned downsides.<\/p>\r\n\r\n\r\n\r\n<p><em>These bits are taken from a report by Social Puncher: <\/em><em>Investment Fraud as the Next Level of Ad Fraud<\/em><\/p>\r\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Running an online news website is a tricky business. From delivering a fresh story with accuracy to keeping it interesting for readers \u2014 news publishers put a lot of effort to build their position in the market. What if I tell you that a top news website generating millions of pageviews is fake? Albany Daily<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":16758,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[]"},"categories":[6439],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Your Ad Tech Partner Involved in Fraudulent Activities? | AdPushup<\/title>\n<meta name=\"description\" content=\"Unlike real websites, these fake websites aren&#039;t updated regularly. How do they get so much traffic and run ads? Read the blog to get all the answers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/is-your-ad-tech-partner-involved-in-fraudulent-activities\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Is Your Ad Tech Partner Involved in Fraudulent Activities? | AdPushup\" \/>\n<meta name=\"twitter:description\" content=\"Unlike real websites, these fake websites aren&#039;t updated regularly. How do they get so much traffic and run ads? 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