CSA Exclusive: Specialty Jeweler Fights Digital Ad Fraud

Gorjana automatically detects and prevents fraudulent engagements with its digital advertising campaigns.

Based in Laguna Beach, Calif., and operating 30 U.S. retail stores as well as an e-commerce business, specialty jewelry retailer Gorjana found that click fraud had a detrimental effect on its marketing efforts. online performance marketing. The company also struggled to assess the scale of the problem and its impact with the information provided by the technology platforms hosting its digital advertisements.

To solve its problems with fraudulent clicks on its digital advertisements, Gorjana decided to implement the Edgemesh Server solution. Edgemesh Server is designed to identify and protect retailers against ad fraud and click fraud at the infrastructure level, with the aim of Reduce retailer advertising budget losses due to ad fraud.

“Efficiency is paramount to our performance marketing, and Edgemesh delivered a painless solution with zero lift on our end,” explained Kyle Bruccaleri, VP of eCommerce, Gorjana, in an exclusive interview with chain store age. “I wouldn’t call implementation a process. We simply opted for the new product and it was activated immediately.

Take advantage of the Edgemesh solution, which recently received a major upgrade called Ad Protect, Gorjana approaches to fighting ad fraud by combining real-time bot detection and Internet Protocol (IP) reputation with machine learning to detect fraudulent clicks, then tag those visitors to exclude them from ad campaigns in real time.

Edgemesh Ad Protect works at the infrastructure level to examine user activity and requests to determine the legitimacy of the interaction with the brand’s website. Ad Protect monitors every request, header, SSL certificates, how quickly the visitor moves between pages, and browser fingerprinting to help detect malicious activity and prevent ad fraud.

By analyzing the network used (VPN, datacenter, etc.), combined with user history actions, Gorjana uses the Ad Protection functionality to automatically detect bots and fraudulent users who continuously click on ads but do not generate conversions.

The retailer keeps track of the click-through rate per visitor and, once a threshold is crossed, will automatically tag that user and IP address with theEdgemesh server solution. Gorjana can then integrate this tag with its advertising platform to automatically exclude bots and fraudulent users from future advertising campaigns.

The company can extend this protection to any platform it wants to use to support retargeting, including Google Adwords, Facebook, Criteo, Bing and TikTok.

“It’s too early to tell from a macro perspective, but from a micro perspective, we finally have visibility into the true volume of fraud,” Bruccaleri said. “There are no specific future plans for fraud prevention that I can speak to. But digital fraud is an area we continue to monitor closely and will make adjustments as necessary.”

Online ad fraud includes “hijacking”
In another example of digital ad fraud mitigation, a major personalized gift retailer is preventing its online customers from being drawn to its competitors’ sites. Things Remembered has seen a 5.15% increase in conversion rates since implementing Namogoo Customer Journey Hijacking Prevention software.

The machine learning (ML) and artificial intelligence (AI) based solution is designed to optimize customer journeys by blocking the display of unauthorized injected ads on a retailer’s website, using of technology. Prior to implementation, nearly 21% of visitors to the Things Remembered site were affected by injected ads.

According to Things Remembered, she was able to recoup significant revenue almost immediately after implementing the Namogoo solution.

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