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🇨🇦 Dr. Augustine Fou 🇺🇲 Profile picture
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6 Jan, 7 tweets, 2 min read
literally, I can ask a marketer ONE question, and know whether they know what they are doing
specifically, whether they know how to do marketing

don't believe me? DM me and I will tell you the question I use
for reference, cited a great example from @Arrivalist

forbes.com/sites/augustin…
if they use "last-click" attribution, they are thusly screwed

forbes.com/sites/augustin…
fraudsters, ad tech companies rip off incompetent marketers by claiming credit for sales that would have happened anyway

here's how they do it

forbes.com/sites/augustin…
are you doing marketing or watching sports scores? (big numbers on dashboards and spreadsheets)

forbes.com/sites/augustin…
NOT "stay thirsty"

"stay skeptical" of too-good-to-be-true digital marketing metrics

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More from @acfou

🇨🇦 Dr. Augustine Fou 🇺🇲 Profile picture
6 Jan
fraudsters, ad tech companies prey on gullible marketers and trick the reporting to claim credit for sales that would have happened anyway (it was not caused by the ad spending)

forbes.com/sites/augustin…
"this is because attribution urls and analytics are plain text, in-the-clear, and require not authentication

so any string/variables/parameter can be copied off and replayed to trick the reporting"

forbes.com/sites/augustin…
so despite the billions spent in digital, when a few marketers had the courage to run tests (pause their digital campaigns), they saw NO CHANGE in business outcomes

forbes.com/sites/augustin…
Read 5 tweets
🇨🇦 Dr. Augustine Fou 🇺🇲 Profile picture
6 Aug 20
@kickstand @robinberjon oh, ok. very simple (since it is still not clear to you or the IAB)

throw it ALL out ... it was all based on the premise that microtargeting works, so privacy-invading data collection went crazy and many ad tech companies were set up to take advantage of the free money
@kickstand @robinberjon publishers should rip all the 3rd party ad tech out and work with one partner or ad server (as few as possible)

great example documented in the article below -- when they ripped it all out (no targeting whatever) their revenues went UP dramatically

wired.com/story/can-kill…
@kickstand @robinberjon and marketers should pull spend until they saw a change in business outcomes, any change whatever

that's because their spending on all the privacy-invasive ad tech in the middle was wasteful and useless (did not drive any incremental biz outcomes)

will solve the fraud prob too
Read 18 tweets
🇨🇦 Dr. Augustine Fou 🇺🇲 Profile picture
17 May 20
by @megancgraham

cnbc.com/2020/05/17/bro…
take the experiment that @megancgraham just ran and multiply that by 1000X and you get a sense of the PERVASIVENESS of ad fraud

slideshare.net/augustinefou/f…

AUTO-GENERATE websites
Read 12 tweets
🇨🇦 Dr. Augustine Fou 🇺🇲 Profile picture
8 Mar 20
Extraordinary events like the virus are exposing long-covered-up fraud that no one wanted to be the first to expose. "ghost flights" are real because humans are actually not flying now
China's hundreds of "ghost cities" were built over the last decade to consume raw materials and resources to simulate massive economic growth, despite little to no actual demand.

google.com/search?q=ghost…
bbc.com/news/world-asi…
Read 11 tweets
🇨🇦 Dr. Augustine Fou 🇺🇲 Profile picture
24 Aug 19
"Uber and Phunware's unredacted lawsuit. Oh boy."
reddit.com/r/adops/commen…

Every single detail below is the same as every other company committing ad fraud, but labeled "valid" bc of failed detection by verification companies.
Phunware is a public company
PHUN (NASDAQ)
"In order to defraud Uber, ... Defendants engaged in a multi-year fraud scheme, which among other laws, violated the federal criminal wire fraud, interstate transportation of funds
obtained by fraud, and racketeering statutes, as well as common law fraud."
Read 10 tweets

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