So where did you and your co founder, where’d you guys come up with this idea to solve this, obviously large scale problem? They’re making so much money from it, including the agencies including the network. So the short answer is no one really cares. But unless you’re plugged in directly, like we were you there’s a lot of fraud you can’t see. The tools the technologies that have been built to track this are there’s there’s some decent solutions that track some of it. And again the reason it’s so corrupt in the novel’s no one’s talking about it because no one’s really tracking this. So I get these websites just plug in it they sell that they sell their trash they sell their their fraud, and then these networks resell it. So we couldn’t find a single network that wasn’t epidemic levels of fraud. And then what they do is they plug into to network so we tested 12 there when we tested those 10,000 different sites. So some people can build bots, some people, there’s people that sell bots, so either build or buy, you send the bots, your website. The second thing you need to do is get bots. There’s a lot of tools and with AI now you can really crank the automation of that side building pretty easily. Imagine you want it to become a ad fraudster, it’s as simple as using tools and technologies to build a say 1000s of websites, which is not that hard to do. Because it’s so easy, but I’ll share it anyways. I’m a little cautious to share how it’s done. How just to share a little bit with our audience how does the fraud manifest like what’s going on in these ad networks? But as soon as you go outside of those websites, the fraud level is shocking it, we did not expect things to be that bad. So there’s a lot less fraud based on what we’ve seen. So now that doesn’t mean that it’s 93% a cross the board, this was 10,000 different websites where you could buy display ads, I think, you know, the the big platforms like Google, Facebook, Instagram, YouTube, and so on. But when we tested 10,000 different websites, the fraud level that we detected was 93%. Like I think there’s probably more honesty in drug trafficking, then there is an advertising I know that sounds crazy. And it’s probably ad advertised probably the most corrupt industry in the world. But ad fraud is the second most profitable crime in the world, after drug trafficking. So it’s a combination of the tracking, and the ad fraud detection. So we decided to take that to the next level, and combine that into a platform that allows advertisers to see ad fraud and eliminate it progressively over time. And then by 2017, I met my co founder, partner, James Wallace, and he had been building ad fraud detection tools. And can you track cross domain sales, just a lot of functionality that I really cared about. And there’s a lot of things like, what’s your return on adspend over time. And you know, when you’re spending a lot of money on digital ads, you need great attribution. So the first thing we build is a platform called Gold lantern, which allows us to accurately track advertising. There was a lot of things that I wanted to do, I couldn’t do a Google Analytics. But even back then we were losing like 15 20% of the data. Of course, cookies have become a real big problem the last year or so. In my opinion, even back then cookies were a problem. Building adtech in 2013, t started off because we wanted accurate tracking, we were spending millions a year on digital ads, and Google Analytics wasn’t cutting the cake. And I you know, I read the brief descriptor. The TRIBEOS helps advertisers and publishers run secure and fraud free campaigns online. But with that, I wanted to introduce today’s guest, we’re going to be talking to Matt Gallant. We got a couple more this year before we go on a little bit of a break, and then we’ll be back in the new year. It’s Tony Zayas back with another episode of the tech founders show.
0 Comments
Leave a Reply. |