Co-founder, Check My Ads & ex-@slpng_giants 
/ @slpng_giants_pt hype girl
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So where was this $15M going? For the first time, Kevin starts pulling log files & auditing vendors. He begins seeing weird things like users clicking on ads and then being logged into Uber 2 seconds later...physically impossible. Turns out their vendors were making shit up.
For ex, one ad network launched “battery saver” style apps in Google Play, giving them root access to your phone.
When you type the word “Uber” into your Google Play, it auto-fires a click to make it look like you clicked on an Uber ad and attribute the install to themselves.
This shit is BRAZEN, right? So at this point, Kevin turns off 2/3 of their ad spend...and once again, no change in performance!!! Over $100M worth of ads was doing jack shit. Uber’s customers were coming in organically, on the strength of their brand, WOM, referrals, etc.pic.twitter.com/pvgHUZCZki
After knocking out $100M in fraud, Kevin is now working with about $50M. So now he turns to general campaign performance & optimization (the standard stuff) and realizes he can knock off another $20M in wasteful spend.
So in the end, Uber could have met all their growth & acquisition goals for about a little more than 1/10 of the price tag. Lol.pic.twitter.com/RRss3lhuyf
Please listen to the whole extraordinary interview w/ Kevin & @themktgtoday!
Listen here:https://www.marketingtodaypodcast.com/194-historic-ad-fraud-at-uber-with-kevin-frisch/ …
Btw, we’re uncovering the whole damn adtech grift in our newsletter, BRANDED. Subscribe here!https://branded.substack.com/
The screenshots from my first tweet is from @AdContrarian’s newsletter. He keeps an eye on all the shenanigans.
Read more here:
http://createsend.com/t/d-7426D8509B0D40372540EF23F30FEDED …
If you're curious how this plays out for small businesses, we did an audit for Headphones[.]com. They went from $1200/day to $40/day with no change in performance. Read the case study:https://branded.substack.com/p/under-the-hood-of-a-criteo-ad-campaign …
Obligatory pitch: If you're a global brand or F500, we can train your teams to check their ads and develop guidelines for your in-house teams + agencies. It's the only thing that works!http://checkmyads.org
Name names.
This is insane - it's the same old black hat SEO tactics that were frowned upon (to put it mildly) 15 years ago.
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