www.fraudlogix.com | [email protected]
Sites Scored by Fraudlogix as "Premium" Generate 27 TIMES
More Conversions than Non-Premium Sites
Purpose of Case Study
To determine the impact Fraudlogix has on the overall ROI for programmatic media buys.
Environment
The client, a real time bidding platform, operates much like an agency trading desk in the digital advertising space. They buy
media across different exchanges in the programmatic environment on behalf of their clients (brands). Their goal is to
optimize traffic quality for their clients and to deliver the maximum amount of quality conversions (sales & leads) at the lowest
cost per action.
Background
The client ran 5 separate campaigns, for 5 separate advertisers. The advertisers were each from a different industry and there
was no common factor between the campaigns except that their goal was to generate a conversion in the form of a lead or a
sale. The client used their own internal white list when deciding which inventory to bid on.
Advertiser #1: Financial & Insurance Services
Advertiser #2: Electronics
Advertiser #3: Women's Apparel
Advertiser #4: Home Improvement
Advertiser #5: Transportation
The 5 campaigns ran across 13 different exchanges, displaying ads across 144,992 unique websites.
Fraudlogix actively monitored the campaigns and scored the traffic, however the client did not decision based on the
Fraudlogix scores nor did they utilize the fraudlogix premium sites list when running the campaigns.
After completion, a post campaign analysis was done to determine which publishers and sites the conversions came from and
how Fraudlogix scored those traffic sources.
Fraudlogix Scoring Methodology
Fraudlogix detects fake traffic in the form of non-human and human generated fraud. The Fraudlogix Quality Score is assigned
to websites on a scale of 0 - 5, with 0 representing websites with the best quality traffic and 5 representing websites with the
worst quality traffic (based on fake traffic metrics). Fraudlogix “Premium Sites” are those which have earned a score of 0.
Results
64% of the campaign budget was spent on sites that Fraudlogix scored a “0” (premium sites), yet 98% of all the
conversions were generated from those sites. The 36% that was spent on non-premium sites generated only 2%
of the total conversions. These results indicate that dollar for dollar spent, the sites scored by Fraudlogix as
"premium" performed 27 times better than the non-premium sites (sites that did not score “0”).
{ALL CAMPAIGNS COMBINED}
(Individual campaign results, details and goals can be found in the accompanying attachments below.)
%
of Budget Spent on Fraudlogix
% of Conversions Generated from Fraudlogix
Premium Sites: 64%
Premium Sites: 98%
64%
98%
Conclusion
36% = Amount of total budget spent on sites
that are not Fraudlogix Premium Sites
64% = Amount of total budget spent on Fraudlogix
Premium Sites
2%
98% = Amount of conversions generated off Fraudlogix
Premium Sites
= Amount of conversions generated off sites
that are not Fraudlogix Premium Sites
36
2
64
18
18
0.65
98
0.65
27.6
27.6 TIMES more conversions per $1 spent!
Attachments
{CAMPAIGN #1: Financial & Insurance Services}
Campaign goal: To generate leads for an insurance product.
% of Budget Spent on Fraudlogix
Premium Sites: 72%
% of Conversions Generated from Fraudlogix
Premium Sites: 99%
72%
99%
{CAMPAIGN #2: Electronics}
Campaign goal: To generate sales of an electronic device.
% of Budget Spent on Fraudlogix
Premium Sites: 63%
63%
% of Conversions Generated from Fraudlogix
Premium Sites: 100%
100%
Attachments
{CAMPAIGN #3: Women's Apparel}
Campaign goal: To generate sales of women's clothing.
% of Budget Spent on Fraudlogix
Premium Sites: 43%
% of Conversions Generated from Fraudlogix
Premium Sites: 75%
43%
75%
{CAMPAIGN #4: Home Improvement}
Campaign Goal: To generate leads for the sale and installation of windows and doors.
% of Budget Spent on Fraudlogix
Premium Sites: 66%
66%
% of Conversions Generated from Fraudlogix
Premium Sites: 100%
100%
Attachments
{CAMPAIGN #5: Transportation}
Campaign goal: To generate leads for the rental of vehicles & to promote taxi service.
% of Budget Spent on Fraudlogix
Premium Sites: 68%
68%
% of Conversions Generated from Fraudlogix
Premium Sites: 100%
100%