Connect with us

MARKETING

Aggregation is key to the new Martech Map

Published

on

Aggregation is key to the new Martech Map

Back in 2015, there was a lot of talk about the “Frankenstack” — the “infamous” Frankenstack, as Scott Brinker called it. This was the martech stack constructed from multiple point solutions, stitched together in-house, with unreliable connections, overlapping components and different ways with data. The Frankenstack was, in theory, customizable and agile — and widely considered more affordable than one of the premium marketing clouds.

Back in the old days. These were, relatively speaking, the early days of marketing technology. Oracle, after all, launched its integrated marketing cloud in 2014, becoming overnight one of the biggest players in the space alongside Adobe, Salesforce and — it really seems like another era — IBM and Hewlett Packard. Investing in one of these suites was an option for the enterprise.

There were two potential downsides. First, the threat of lock-in; if you invested in Adobe then you were likely stuck with the tools Adobe and its partners made available. The other downside, ironically, is that these premium suites sometimes looked like Frankenstacks close up, built as they largely were from acquisitions that then needed to be stitched together.

Integration was the challenge. Everyone was talking about integration — and of course we still are. Whether a brand was working with a stack of point solutions, integrated in-house, or a comprehensive marketing suite that was itself trying to integrate its various components, making solutions talk to each other and play well together wasn’t easy.

It was in 2018 that Adobe, Microsoft and SAP launched an Open Data Initiative, aimed at making it easier to move data between the platforms. Not much has been heard about the initiative since 2019. What has changed, however, is the ease with which data can move between platforms and partner apps.

The age of aggregation. As Brinker and Frans Riemersma shrewdly observe in their new “State of Martech 2022” report, aggregation is now a good way to think about the structure of martech stacks. They define aggregation as “(m)aking a large set of things easier to consume or access through a single source.”

For a real-life example, look no further than HubSpot, where Brinker is VP of platform ecosystem. Breaking down that title, HubSpot is in this case the platform. The ecosystem is the very large number of partner apps (now over 500) available in the HubSpot App Marketplace (Salesforce’s AppExchange runs to thousands of apps, and indeed there are many apps natively built on the Salesforce platform).


Get the daily newsletter digital marketers rely on.


Painless integration. This doesn’t mean that integration is no longer important. What it does mean is that marketers can choose from a wide arrange of point solutions they can reasonably expect to plug and play with their main platform (or platforms) with minimum fuss. Specialist apps can be deployed without needing to be individually stitched to other existing solutions (the Frankenstack), while there’s less pressure on the main platforms to grow by acquiring solutions and owning the problems that come with them (acquisitions do still take place, of course).

Read next: How app marketplaces are putting marketers in the driver’s seat

Why we care. It’s intriguing, in the week the first MarTech Landscape in two years was published, to pause and take a look back over the road traveled. It’s poignant to remember the late CEO of Oracle, Mark Hurd, taking the stage at an Oracle marketing conference to predict that in a few years’ time only one or maybe two of the big marketing suites would be left standing.

Those of us watching the space did our best to predict what would win out, the composed stack of best-of-breed solutions or the one-stop shopping promised by the big beasts of the martech jungle. In fact, things turned out differently and in some ways more interestingly, as the more dominant platforms became more open and the number and range of apps ready-integrated with them has grown. It’s growing still and it’s the fuel that’s driving martech’s famously long tail of solutions, making it all but certain that by next year the Landscape will be aka the Martech 10,000.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

Source link

MARKETING

The Biggest Ad Fraud Cases and What We Can Learn From Them

Published

on

The Biggest Ad Fraud Cases and What We Can Learn From Them

Ad fraud is showing no signs of slowing down. In fact, the latest data indicates that it will cost businesses a colossal €120 billion by 2023. But even more worrying is that fraudsters’ tactics are becoming so sophisticated that even big-name companies such as Uber, Procter & Gamble, and Verizon have been victims of ad fraud in recent years. 

So what does this mean for the rest of the industry? The answer is simple: every ad company, no matter their size or budget is just as at risk as the big guns – if not more. 

In this article, I summarize some of the biggest and most shocking cases of ad fraud we’ve witnessed over recent years and notably, what vital lessons marketers and advertisers can learn from them to avoid wasting their own budgets. 

The biggest ad fraud cases in recent years 

From fake clicks and click flooding to bad bots and fake ad impressions, fraudsters have and will go to any lengths to siphon critical dollars from your ad budgets.

Let’s take a look at some of the most high-profile and harmful ad fraud cases of recent years that have impacted some of the most well-known brands around the world. 

Methbot: $5 million a day lost through fake video views 

In 2016, Aleksandr Zhukov, the self-proclaimed “King of Fraud”, and his group of fraudsters were discovered to have been making between $3 and $5 million a day by executing fake clicks on video advertisements. 

Oft-cited as the biggest digital ad fraud operation ever uncovered, “Methbot” was a sophisticated botnet scheme that involved defrauding brands by enabling countless bots to watch 300 million video ads per day on over 6000 spoofed websites. 

Tiktok Ad Set Up Guide Free

DOWNLOAD: The TikTok Ad Set Up Guide. Learn how to quickly create 16 TikTok ads in the least amount of time possible. Click Here

Due to the relatively high cost-per-mille (CPM) for video ads, Aleksandr and his group were able to steal millions of dollars a day by targeting high-value marketplaces. Some of the victims of the Methbot fraud ring include The New York Times, The New York Post, Comcast, and Nestle.

In late 2021, Aleksandr Zhukov was sentenced to 10 years in prison and ordered to pay over $3.8 million in restitution. 

Uber: $100 million wasted in ad spend 

In another high-profile case, transportation giant Uber filed a lawsuit against five ad networks in 2019 – Fetch, BidMotion, Taptica, YouAppi, and AdAction Interactive – and won. 

Uber claimed that its ads were not converting, and ultimately discovered that roughly two-thirds of its ad budget ($100 million) wasn’t needed. This was on account of ad retargeting companies that were abusing the system by creating fraudulent traffic. 

The extent of the ad fraud was discovered when the company cut $100 million in ad spend and saw no change in the number of rider app installs. 

In 2020, Uber also won another lawsuit against Phunware Inc. when they discovered that the majority of Uber app installations that the company claimed to have delivered were produced by the act of click flooding. 

Criteo: Claims sues competitor for allegedly running a damaging counterfeit click fraud scheme 

In 2016, Criteo, a retargeting and display advertising network, claimed that competitor Steelhouse (now known as MNTM) ran a click fraud scheme against Criteo in a bid to damage the company’s reputation and to fraudulently take credit for user visits to retailers’ web pages. 

Criteo filed a lawsuit claiming that due to Steelhouse’s alleged actions — the use of bots and other automated methods to generate fake clicks on shoe retailer TOMS’ ads — Criteo ultimately lost TOMS as a client. Criteo has accused Steelhouse of carrying out this type of ad fraud in a bid to prove that Steelhouse provided a more effective service than its own. 

Twitter: Elon Musk claims that the platform hosts a high number of inauthentic accounts 

In one of the biggest and most tangled tech deals in recent history, the Elon Musk and Twitter saga doesn’t end with Twitter taking Musk to court for backing out of an agreement to buy the social media giant for $44 billion.

In yet another twist, Musk has also claimed that Twitter hid the real number of bots and fake accounts on its platform. He has also accused the company of fraud by alleging that these accounts make up around 10% of Twitter’s daily active users who see ads, essentially meaning that 65 million of Twitter’s 229 million daily active users are not seeing them at all. 

Paid Traffic Mastery

The Industry’s Most Comprehensive Paid Traffic Certification For The Post-Privacy World

Overcome iOS updates, crumbling campaigns, and surging ad costs by mastering the most cutting-edge media buying strategies from the top traffic experts in the game today.

Click here

6 Lessons marketers can learn from these high-profile ad fraud cases 

All of these cases demonstrate that ad fraud is a pervasive and ubiquitous practice that has incredibly damaging and long-lasting effects on even the most well-known brands around the world. 

The bottom line is this: Marketers and advertisers can no longer afford to ignore ad fraud if they’re serious about reaching their goals and objectives. Here are some of the most important lessons and takeaways from these high-profile cases. 

  1. No one is safe from ad fraud 

Everyone — from small businesses to large corporations like Uber — is affected by ad fraud. Plus, fraudsters have no qualms over location: no matter where in the world you operate, you are susceptible to the consequences of ad fraud. 

  1. Ad fraud is incredibly hard to detect using manual methods

Fraudsters use a huge variety of sneaky techniques and channels to scam and defraud advertisers, which means ad fraud is incredibly difficult to detect manually. This is especially true if organizations don’t have the right suggestions and individuals dedicated to tracking and monitoring the presence of ad fraud. 

Even worse, when organizations do have teams in place monitoring ad fraud, they are rarely experts, and cannot properly pore through the sheer amount of data that each campaign produces to accurately pinpoint it.

  1. Ad fraud wastes your budget, distorts your data, and prevents you from reaching your goals

Ad fraud drains your budget significantly, which is a huge burden for any company. However, there are also other ways it impacts your ability to deliver results. 

For example, fake clicks and click bots lead to skewed analytics, which means that when you assess advertising channels and campaigns based on the traffic and engagement they receive, you’re actually relying on flawed data to make future strategic decisions. 

Finally – and as a result of stolen budgets and a reliance on flawed data – your ability to reach your goals is highly compromised. 

  1. You’re likely being affected by ad fraud already, even if you don’t know it yet

As seen in many of these cases, massive amounts of damage were caused because the brands weren’t aware that they were being targeted by fraudsters. Plus, due to the lack of awareness surrounding ad fraud in general, it’s highly likely that you’re being affected by ad fraud already. 

  1. You have options to fight the effects of ad fraud  

Luckily, as demonstrated by these cases, there are some options available to counteract the impact and losses caused by ad fraud, such as requesting a refund or even making a case to sue. In such cases, ad fraud detection solutions are extremely useful to uncover ad fraud and gather evidence. 

  1. But the best option is to prevent ad fraud from the get-go

The best ad fraud protection is ad fraud prevention. The only surefire way to stop fraudsters from employing sophisticated fraud schemes and attacking your campaigns is by implementing equally sophisticated solutions. Anti-ad fraud software solutions that use machine learning and artificial intelligence help you keep fraud at bay, enabling you to focus on what matters: optimizing your campaigns and hitting your goals. 


Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending

en_USEnglish