Tracking Ad Performance

and
Detecting Bot Fraud
Better Ad Analytics through Behavior

The Digital Ad Challenge

Digital ad fraud is on the rise.
Advertisers are losing faith in exchanges as awareness
of the problem increases.

January 2016
49% of all site
visits are by bots

Bots and scammers are winning the race since

they know how typical methods detect them.

(study by Incapsula)

Advertisers try to hold exchanges and publishers

accountable with standard analytics tools.
Feb 2014
36% of all Web
traffic is non-human
traffic

Standard Solutions Are

Limited
Forensic Tools

Black & White Lists

Look if the price unreasonably low

Check site reputation (e.g. Alexa)
Check black list

Bad publishers
Bad IP addresses

Really advanced ones also check

Density of page loads
Density of page visits
Atypical distribution of visitors
browsers
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Certainty is a Best Practice

IP-based solutions are only guesses based on past performance.

Guesses

Facts

A recent study by the Association of National Advertisers showed that 67%

of bot traffic comes from home computers with viruses.
That means 67% of the time, a guess could be wrong!

Certainty

Ad fraud is too costly to guess at. With SecureAd you can know for sure.
SecureAd analyzes real-time behavior with advanced biochronometric
algorithms, so youll know for certain when theres an invalid click and when
a user is a human.
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Solution to Fit Your Needs

SecureAd is easy
to set up.
Simply attach our code to your
landing page and you can get
started.

If your provider allows for a

tracking pixel, we have one for
you that has been certified by
a large number of exchanges.
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At-a-Glance Information
As soon as you set up SecureAd, all your tracking data is available on
your personal dashboard. And of course, you can export it for your own
analysis.
Upon request, we can provide you with a report of our analysis of your
traffic.

Results Matter
The number of invalid clicks you will see on your ads
will be unique to your campaign, but on average, we
are detecting 40% more bots than
our competitors.
Standard solutions just cant
see the tricky bots like our
behavioral analysis can.

Take the Next Step

to Better Data
Stop guessing and know for certain what kind of traffic
youre paying for.
Trust in better information so you can hold your
partners accountable and manage your budget better.
Put the power of certainty in your hands.
Visit us at www.oxford-biochron.com now.

Types of bots, their typical behavior and how we detect them

APPENDIX: ABOUT BOT DETECTION

Better Technology,
Better Results
Using behavioral, biochronometric multilayer detection we have
detected how bots are evolving. Heres what we found:

TYPE 1: Basic
Only clicks on ads

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Better Technology,
Better Results
TYPE 2: Enhanced
Detected through inconsistencies
between the request received by an
ad-server for a specific ad and the
record of the web-browser load
event.

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Better Technology,
Better Results
TYPE 3: Highly Enhanced
Detected through the use of
advanced metrics.
A bot is evident if the client-side
code execution is inconsistent
with known code execution
models.

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Better Technology,
Better Results
TYPE 4: Advanced
Attempt to impersonate human
behavior by loading the page in a
browser, but there is typically too
much activity for the length of
time they are on the page.

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Better Technology,
Better Results
TYPE 5: Highly Advanced
Better at impersonating human behavior - the
bot views the page for an amount of time that
would seem reasonable, uses the mouse and
keyboard and scrolls the page.
But bots dont move like humans
do, so the pseudo randomness is
highly detectable.

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Better Technology,
Better Results
TYPE 6: Humanoid

Use variables to attempt to mimic

natural randomness.
Detected only through deep
behavioral analysis with particular
emphasis on, for example, touch
and/or mouse movements.

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Better Technology,
Better Results
TYPE 7: Bot Farms
Humans deployed for pennies a
day to click on ads, app store
ratings and plugin downloads.
Although they are human, they
do not behave in a way typical of
a real users behavior.
Self-learning through big data
allows their behavior to become
more easily detected.
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About Oxford
BioChronometrics

Spun out of the University of Oxford Isis Software

Incubator in 2013.

Bio = Life
Chrono = Time
Metrics = Measurements

Built on the science of cybersecurity, we measure

life signs (behavior) in real time of anything
interacting with a digital ad to determine if it is a
bot or a human.

We believe in security and analytics that preserve

personal privacy. Our solutions run in the
background, always, without a specific entry point
or key.

Works on any mobile or desktop platform equally.

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Thank You!

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