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Brandwatch förvärvas av Cision för $450M, vilket skapar en PR-, marknadsförings- och sociallyssningsjätte

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Online consumer intelligence and social media listening platform Brandwatch has been acquired by Cision, best known for its media monitoring and media contact database services, for $450 million, in a combined cash and shares deal. TechCrunch understands Brandwatch’s key executive team will be staying on. The move combines two large players to offer a broad range of services, from PR to marketing and online customer engagement. The deal is expected to close in the second quarter of 2021.

Cision has a media contact database of approximately 1 million journalists and media outlets and claims to have over 75,000 customers. Brandwatch applies AI and machine learning to the practice known as “social listening”.

Along the way, Brandwatch raised a total of around $65 million. It was Series A-funded by Nauta Capital, followed by Highland Europe och då Partech.

In a statement, Giles Palmer, founder, and CEO of Brandwatch said: “We have always built Brandwatch with ambition… Now is the time to take the next step – joining a company of significant scale to create a business and a suite of products that can have an important global impact.”

Abel Clark, CEO of Cision said: “The continued digital shift and widespread adoption of social media is rapidly and fundamentally changing how brands and organizations engage with their customers. This is driving the imperative that PR, marketing, social, and customer care teams fully incorporate the unique insights now available into consumer-led strategies. Together, Cision and Brandwatch will help our clients to more deeply understand, connect and engage with their customers at scale across every channel.”

Brandwatch has been on an almost case-study of a journey from fundraising to acquisition to a merger, but less characteristically for a well-funded tech company, it did much of it from its hometown of Brighton, on the southern coast of England.

The financing journey began for Giles Palmer, with angel funding in 2006. In 2010 Brandwatch raised $1.5 million from Durrants, a marketing and PR firm, and a Series A round from Nauta Capital. In 2014 it raised $22 million in funding in a Series B round led by Highland Europe. That was followed by a $33 million Series C financing led by Partech Ventures in 2015.

With the war chest, it went on to tillägna sig BuzzSumo in 2017, a content marketing and influencer identification platform, for an undisclosed sum. And in 2019 Brandwatch merged with a similar business, Crimson Hexagon, creating a business with around $100 million in ARR. It also förvärvat the London-based SaaS research platform Qriously.

Brandwatch was recently named a leader in Forrester’s guide for buyers of social listening solutions.

TechCrunch

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De största fallen med annonsbedrägerier och vad vi kan lära oss av dem

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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 

Från 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. 

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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 reklam- 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. 

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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 reklam- kanaler och kampanjer baserat på den trafik och engagemang de får, förlitar du dig faktiskt på felaktig data för att fatta framtida strategiska beslut. 

Slutligen – och som ett resultat av stulna budgetar och ett beroende av felaktiga data – äventyras din förmåga att nå dina mål kraftigt. 

  1. Du är troligen redan drabbad av annonsbedrägeri, även om du inte vet det ännu

Som sett i många av dessa fall orsakades enorma mängder skador eftersom varumärkena inte var medvetna om att de var föremål för bedragare. Dessutom, på grund av bristen på medvetenhet kring annonsbedrägerier i allmänhet, är det mycket troligt att du redan drabbas av annonsbedrägerier. 

  1. Du har alternativ för att bekämpa effekterna av annonsbedrägerier  

Som framgår av dessa fall finns det lyckligtvis några alternativ tillgängliga för att motverka effekterna och förlusterna som orsakas av annonsbedrägerier, som att begära en återbetalning eller till och med väcka talan. I sådana fall är lösningar för upptäckt av annonsbedrägerier extremt användbara för att avslöja annonsbedrägeri och samla bevis. 

  1. Men det bästa alternativet är att förhindra annonsbedrägerier från början

Det bästa skyddet för annonsbedrägeri är att förebygga annonsbedrägerier. Det enda säkra sättet att stoppa bedragare från att använda sofistikerade bedrägerisystem och attackera dina kampanjer är att implementera lika sofistikerade lösningar. Programvarulösningar för anti-reklambedrägeri som använder maskininlärning och artificiell intelligens hjälper dig att hålla bedrägeri på avstånd, vilket gör att du kan fokusera på det som är viktigt: att optimera dina kampanjer och nå dina mål. 


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