Digital Marketing SIG
Topic: Basic Training: Ad Fraud 101
Facilitator: Jeff Fosco, Cleriti
Ad fraud is the practice of serving digital ads that have zero potential to be viewed by human users. Non-human or Robotic traffic, popularly known as “bots,” is driven by code, not humans, so it has no ability to generate real conversions or purchases. The activity generated by these bots muddles the engagement metrics driven by real, human traffic, which dilutes the value of legitimate publisher inventory. In addition, advertisers end up paying a material portion of their campaign dollars to fraudsters who deliver ad impressions that are never seen by humans. Digital Fraud is more prevalent than ever, where bot fraud is predicted to cost advertisers $7.2 billion globally.
Before trying to optimize for viewability or other brand safety measures, marketers must address fraud when looking at the overall quality of their ad campaigns.
Jeff Fosco, from Cleriti, will talk about how to defend yourself against digital ad fraud and the tools you can use to drive greater transparency across your digital advertising mediums.
Facilitator: Jeff Fosco has been an Advertising Professional in Cincinnati for 30 years. Throughout his career, Jeff has been an Advertising Agency Media Director, working on accounts such as McDonald’s and Cincinnati Bell and a top selling television sales executive for WKRC-TV and WXIX-TV. Jeff currently holds the position of VP, Digital Marketing Strategy for Cleriti, a Digital Marketing Agency in downtown Cincinnati. Included in Cleriti’s core service:
- Responsive Website Design
- Website Conversion Tools
- Content and SEO
- Customer Review Management
- Social Media Marketing
- Digital Display Ads
Although they do work with large companies such as TriHealth, Cleriti’s niche is working with small to medium size businesses locally and throughout the U.S.
Jeff’s media knowledge gained as an agency Media Planner/Buyer & Media Director as well as his experience working on accounts such as Cincinnati Bell, Fifth Third Bank and McDonald’s has allowed him to be a strategic marketing and media partner for his customers. Jeff takes the time to get to know his customers and their needs, and then develops the best marketing plan to help their business grow.
Jeff has shown the ability time and time again to increase revenue and enhance the overall phases of each customer’s business objectives and needs. He enjoys staying current with industry trends and passing that knowledge onto his customers and contacts.