{"id":311853,"date":"2017-01-23T05:00:00","date_gmt":"2017-01-23T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\/"},"modified":"2024-11-16T09:55:32","modified_gmt":"2024-11-16T09:55:32","slug":"fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\/","title":{"rendered":"Fraude Methbot : l\u2019impact r\u00e9el est bien inf\u00e9rieur \u00e0 ce qui a \u00e9t\u00e9 annonc\u00e9"},"content":{"rendered":"

Pour Ad-echange.fr, Yann Le Roux, Directeur g\u00e9n\u00e9ral d’Integral Ad Science France (IAS), explique l’impact de la fraude Methbot sur les impressions publicitaires.<\/strong><\/span><\/span><\/span><\/span><\/p>\n

Qui n\u2019a pas\u00a0entendu parler\u00a0du r\u00e9seau Methbot, \u00e0 l\u2019origine d\u2019une m\u00e9ga fraude des impressions publicitaires\u00a0d\u00e9voil\u00e9e par\u00a0White Ops, entreprise nord-am\u00e9ricaine de s\u00e9curit\u00e9 des plateformes en ligne\u00a0? Methbot, cette ferme g\u00e9ante de robots bas\u00e9e en Russie, permettrait de d\u00e9tourner entre 3 et 5 millions de dollars chaque jour des budgets d\u00e9di\u00e9s \u00e0 l\u2019achat de publicit\u00e9 vid\u00e9o en ligne sur des sites pourtant qualifi\u00e9s de premium.<\/p>\n

Mais si l\u2019ampleur de cette fraude est vraiment celle que White Ops indique, comment continuer de croire en la faisabilit\u00e9 de la publicit\u00e9 en ligne ? \u00c0 l\u2019occasion de notre publication d\u2019un livre blanc tr\u00e8s complet sur la fraude publicitaire,\u00a0ad-exchange.fr\u00a0interroge Yann Le Roux, notre directeur g\u00e9n\u00e9ral France. Concurrente de White Ops, IAS est une r\u00e9f\u00e9rence en mati\u00e8re de v\u00e9rification de la qualit\u00e9 des inventaires pour bon nombre de soci\u00e9t\u00e9s en France et \u00e0 l\u2019international.<\/p>\n

L\u2019ann\u00e9e 2016 a \u00e9t\u00e9 cl\u00f4tur\u00e9e par le scandale de la fraude dite du r\u00e9seau Methbot, la plus grosse arnaque \u00e0 l\u2019industrie de la publicit\u00e9 en ligne a priori connue \u00e0 ce jour, d\u00e9voil\u00e9e par votre concurrent White Ops.\u00a0Durant cette m\u00eame ann\u00e9e, vos rapports faisaient pourtant \u00e9tat d\u2019une nette baisse de la fraude sur les\u00a0ad exchanges. On pouvait facilement en d\u00e9duire que, gr\u00e2ce au fait que les \u00e9diteurs et les acheteurs s\u2019\u00e9quipent des solutions de pr\u00e9vention et de s\u00e9curit\u00e9 comme la v\u00f4tre et de nombre d\u2019autres prestataires, ce probl\u00e8me \u00e9tait enfin cern\u00e9, contenu. Visiblement c\u2019est loin d\u2019\u00eatre le cas. De quoi d\u00e9courager notamment les annonceurs. Comment analysez-vous cette situation ?
\n<\/em>
\nLes avis divergent sur l\u2019impact r\u00e9el de Methbot. En plus de\u00a0notre analyse consultable ici, plusieurs acteurs majeurs du secteur ont \u00e9tudi\u00e9 leurs logs sur la base des IP communiqu\u00e9es par White Ops et ont \u00e9galement d\u00e9couvert que l\u2019impact r\u00e9el est bien inf\u00e9rieur \u00e0 ce qui a \u00e9t\u00e9 annonc\u00e9. Parmi eux\u00a0:\u00a0AppNexus,\u00a0DataXu,\u00a0The Trade Desk,\u00a0Mike Nolet, co-fondateur d\u2019AppNexus, etc. Ce qui pose question quant \u00e0 la finalit\u00e9 de cette annonce et sur la m\u00e9thodologie utilis\u00e9e pour quantifier l\u2019impact \u00e9conomique de Methbot. Une minorit\u00e9 des impressions disponibles est en r\u00e9alit\u00e9 effectivement mon\u00e9tis\u00e9e, et le CPM appliqu\u00e9 aux impressions frauduleuses est souvent surestim\u00e9.<\/p>\n

Personne ne peut emp\u00eacher des arnaqueurs de frauder. Mais en mati\u00e8re de publicit\u00e9 en ligne tout de m\u00eame vous \u00eates tr\u00e8s nombreux \u00e0 proposer des solutions, et chaque jour des innovations rendent vos offres encore plus performantes. Dans ce jeu du chat et de la souris cependant \u2013 et au vu de ce qui vient de se produire \u2013\u00a0 on se demande si le fait de s\u2019\u00e9quiper sert vraiment \u00e0 quelque chose ! Qu\u2019en dites-vous ?<\/em><\/p>\n

La fraude est par essence tr\u00e8s dynamique, les fraudeurs d\u00e9veloppent sans cesse de nouvelles techniques pour \u00e9chapper \u00e0 la d\u00e9tection. De ce fait, il existe toujours une petite partie de la fraude qui n\u2019est pas encore identifi\u00e9e, quelle que soit la solution de d\u00e9tection. Pour autant, en d\u00e9tecter la plus grande partie, et en prot\u00e9ger nos clients, est d\u00e9j\u00e0 un gain tr\u00e8s important, qui pour certains repr\u00e9sente des millions d\u2019euros par an. De plus, la prise de conscience en France sur ce sujet est tr\u00e8s r\u00e9cente et inachev\u00e9e: trop peu d\u2019acteurs ont mis en place une strat\u00e9gie de lutte contre la fraude et se sont \u00e9quip\u00e9s d\u2019un outil fiable.<\/p>\n

Parfois on se demande si la fraude ne sert pas au final aussi \u00e0 d\u00e9velopper l\u2019activit\u00e9 des entreprises de lutte contre la fraude\u2026 En d\u00e9voilant l\u2019affaire Methbot, White Ops va encore une fois renforcer sur ce march\u00e9 son image de solution pertinente de combat contre les fraudeurs.<\/em><\/p>\n

C\u2019est dommage de devoir le pr\u00e9ciser, mais la fraude n\u2019a pas \u00e9t\u00e9 invent\u00e9e et n\u2019est pas perp\u00e9tr\u00e9e par les soci\u00e9t\u00e9s de mesure\u2026 C\u2019est un probl\u00e8me r\u00e9el, difficile \u00e0 \u00e9radiquer, mais dont l\u2019impact n\u2019est pas aussi grand que certains l\u2019annoncent, et dont il est possible de se prot\u00e9ger en s\u2019\u00e9quipant d\u2019une bonne solution. L\u2019accr\u00e9ditation MRC pour la d\u00e9tection de la fraude sophistiqu\u00e9e est un label de qualit\u00e9 essentiel, tout comme la certification TAG. Une fois que l\u2019on est \u00e9quip\u00e9 d\u2019une solution de qualit\u00e9, il faut alors mettre en \u0153uvre une r\u00e9elle strat\u00e9gie de lutte.<\/p>\n

Vous venez de publier un livre blanc assez complet sur ce sujet. Pourquoi l\u2019avoir publi\u00e9 maintenant ?<\/em><\/p>\n

Nous venons effectivement de publier un livre blanc sur le sujet (disponible ici<\/a>) et d\u2019organiser une conf\u00e9rence le 1er d\u00e9cembre dernier pour aider tous les acteurs du secteur \u00e0 comprendre les m\u00e9canismes de la fraude et \u00e0 d\u00e9velopper une strat\u00e9gie de lutte efficace. Le partage d\u2019information et la mont\u00e9e en comp\u00e9tence du secteur est un axe important pour contenir la fraude, \u00e9viter qu\u2019elle ne prenne des proportions incontr\u00f4lables et qu\u2019elle ne d\u00e9truise l\u2019image du m\u00e9dia internet aupr\u00e8s des annonceurs.<\/p>\n

Lire l’interview sur\u00a0Ad-exchange.fr<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Pour Ad-echange.fr, Yann Le Roux, Directeur g\u00e9n\u00e9ral d’Integral Ad Science France (IAS), explique l’impact de la fraude Methbot sur les impressions publicitaires.<\/p>\n","protected":false},"author":1,"featured_media":297164,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[445],"tags":[],"class_list":["post-311853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fraude-publicitaire"],"acf":[],"yoast_head":"\nFraude Methbot : l\u2019impact r\u00e9el est bien inf\u00e9rieur \u00e0 ce qui a \u00e9t\u00e9 annonc\u00e9 - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/fr\/insider\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fraude Methbot : l\u2019impact r\u00e9el est bien inf\u00e9rieur \u00e0 ce qui a \u00e9t\u00e9 annonc\u00e9\" \/>\n<meta property=\"og:description\" content=\"Pour Ad-echange.fr, Yann Le Roux, Directeur g\u00e9n\u00e9ral d'Integral Ad Science France (IAS), explique l'impact de la fraude Methbot sur les impressions publicitaires.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-23T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-16T09:55:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/surveillance-camera-1-760-760-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Fraude Methbot : l\u2019impact r\u00e9el est bien inf\u00e9rieur \u00e0 ce qui a \u00e9t\u00e9 annonc\u00e9\",\"datePublished\":\"2017-01-23T05:00:00+00:00\",\"dateModified\":\"2024-11-16T09:55:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\\\/\"},\"wordCount\":936,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/surveillance-camera-1-760-760-2.jpg\",\"articleSection\":[\"Fraude publicitaire\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/fraude-methbot-limpact-reel-est-bien-inferieur-ce-qui-ete-annonce\\\/\",\"name\":\"Fraude Methbot : l\u2019impact r\u00e9el est bien inf\u00e9rieur \u00e0 ce qui a \u00e9t\u00e9 annonc\u00e9 - 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