Digital ad dollars trickle down chart

•

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Dr. Augustine Fou - Independent Ad Fraud Researcher

how the money flows from the advertisers through the ad tech intermediaries to longtail, fraud, and fake sites, with the help of botnets and traffic sellers

Marketing

How your $$$ trickle down into
fraudsters’ and middlemen’s pockets
$140 billion
$15
billion
$125
billion
DCN (good)
publishers
Other sites that carry
programmatic ads
Source: IAB, April 2021
97%
spent by big brands
(thru media agencies)
Source: CNN, Jan 2020
Google
50% share
Facebook
27% share
Botnet 1 Botnet 2 Botnet 3
Big Exchange Big Exchange Big Exchange
Small
Exchange
long
tail
sites
traffic
resellers
(round numbers)
Source: DCN, May 2020
Source: DCN, Oct 2018
18% network
Source: DCN, Oct 2018
82% own properties
Small
Exchange
Small
Exchange
Small
Exchange
Small
Exchange
All Others
14%
Amazon
9%

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