Mitigating Ad Fraud

Rich Kahn, Co-founder, and CEO of eZanga.com, Inc. and Ad fraud solution Anura.io. based in the United States participates in Risk Roundup to discuss Mitigating Ad Fraud. Digital Disruption: Marketing and Advertisement Digital disruption is on its way. The emergence of computer code, connected computers, the world wide web, and the internet are changing nations and all their components: government, industries, organizations, and academia (NGIOA). As a result, the operational systems and ecosystem in cyberspace, geospace, and space at all levels are changing and evolving as well–from how we communicate to how we work, how we do business to how we do marketing. While the traditional models of marketing are at risk from digital disruption, the emerging digital marketing models are also at risk from rapidly emerging marketing fraud that is creating complex security challenges for marketing ideas and investment across nations. Marketing Fraud So, what causes digital marketing fraud? It seems marketing fraud occurs when advertisers place Ads in digital format, they expect the Ads to be shown to humans– but instead, Ad fraud occurs, and Ads are shown to users that are not humans. Security Risks As a result, Ad fraud has become a growing security risk. This is especially because when fraud bots – i.e. fake users visit websites and cause Ad impressions to load, they artificially inflate web traffic and impression counts—many a time on fake websites. Moreover, when fraud bots engage with Ads (by clicking, playing video ads, spending more time on fake web-pages, and more), every dollar that is fraudulently earned by fraud bots, fraud websites and marketing fraud perhaps go to criminal entities—and results in funding growing cyber-crimes across nations. In addition, with the increase in the use of programmatic advertising technology that has automated the buying, selling, and placement of billions of Ad impressions, the amount of fraudulent activity growing rapidly is understandably becoming a cause of great concern. Mitigating Ad Fraud As Ad fraud becomes an all-too-common issue for marketing and marketers, what can be done to mitigate Ad fraud. How can Ad fraud be controlled or prevented?  How can advertisers check fraudulent activity and how can marketers detect and fight against Ad fraud? Time is now to discuss how to Mitigate Ad Fraud! For more please watch the Risk Roundup Webcast or hear the Risk Roundup Podcast About the Guest Rich Kahn is the Co-founder and CEO of eZanga.com, Inc. and Ad fraud solution Anura.io. based in the United States. He has been recognized as one of the most notable security experts in the digital marketing space. He is an Ernst & Young Entrepreneur of the Year Award recipient for technology and has been named as a finalist in the American Business Awards for Best Executive of the Year.  He sold his first company, an ISP, to a publicly-traded organization. Shortly thereafter, he co-founded Paid for Surf, which reached $1 million in revenue within five months of operation. With its success, he co-founded eZanga.com, a digital marketing company. With a deep understanding of digital marketing strategies and tactics, he launched an internal ad fraud solution called Traffic Advisors to pre-filter their clients’ traffic. This later led to the stand-alone ad fraud platform, Anura, to tackle ad fraud in any environment. About the Host of Risk Roundup Jayshree Pandya (née Bhatt), Founder and CEO of Risk Group LLC, is a scientist, a visionary, a futurist, an expert in disruptive technologies, and a globally recognized strategic security risk intelligence expert with decades of experience in science and technology, technology trends, digital disruption, strategic security risks, and national preparedness. Her doctorate work focused on hydrogen production by Halobacterium halobium, for which she received India’s National Young Scientist Award in Biochemistry. Her publications on this work have been cited in several books, journals, and reports published by governments, including a report from the United States Department of Energy (Review of Non-conventional Bioreactor technology by C, E Turick and M.E Mcllwain Prepared for the US Dept of Energy. Published September 1993). Her work on anti-cancer drugs also received worldwide attention and, amongst other citations, has been referenced in a report published by the World Health Organization (Review of Non-conventional Bioreactor technology by C, E Turick and M.E Mcllwain Prepared for the US Dept of Energy. Published September 1993). In 1991, she was invited to come to the United States (under the Scientist Exchange Program) to continue research on hydrogen production and was awarded a post-doctoral fellowship at the Hawaii Natural Energy Institute. In 1992 she researched atherosclerosis at the University of Chicago Medical School. Next, she took a job at Aurotech, a biotech company based in Wisconsin. As in her Ph.D. research, she used microorganisms to develop natural processes and technologies, and some of the projects she worked on were quite promising. While her doctorate and post-doctorate studies gave her the first taste of the power of interdisciplinary research, it also introduced her to the repressive power of institutional silos and inefficiencies. As a result, her physical location wasn’t the only thing that shifted in the 1990s; her focus did as well. Since Microbiology trained her to see changes in tiny organisms coming from natural selection, she began to see similar forces at work in the evolution of individuals as well as entities across nations: its government, industries, organizations, and academia (NGIOA), and society in general. It’s all the same basic mechanism. Her career took another turn after she was asked to consider risk management as part of a strategic planning effort by one of her employers. She quickly realized that most risk management is all process, with no actual benefit. That was the beginning of Risk Group, the strategic security risk research organization she founded in 2002, where she is passionately creating and managing cutting-edge security ventures that bring a futurist perspective to nations and all its components to improve innovation capacity and define and design new ideas, innovations, products, and services for security and sustainability. A globally recognized thought leader and influencer, Jayshree is actively engaged in driving the thought leadership on existing and emerging technologies, technology transformation, and national preparedness. From the National Science Foundation to organizations from across nations, Jayshree is an invited speaker on emerging technologies, technology transformation, digital disruption, strategic security risks, industry risks to country risks. She is the author of the book, The Global Age: NGIOA @ Risk. About Risk Roundup Risk Roundup, a global initiative launched by Risk Group, is a security risk reporting for risks emerging from existing and emerging technologies, technology convergence, and transformation happening across cyberspace, geospace and space. Risk Roundup is released in both audio (Podcast) and video (Webcast) format and is available for subscription at (Risk Group Website, iTunes, Google Play, Stitcher Radio, Android, and Risk Group Professional Social Media). About Risk Group Risk Group LLC, a leading strategic security risk research and reporting organization, is a private organization committed to improving the state of risk-resilience through collective participation, and reporting of cyber-security, geo-security, and space-security risks in the spirit of global peace through risk management. Incorporated as a limited liability corporation and headquartered in Sugar land TX, Risk Group is independent, impartial, and not tied to any interests. 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