Ad Fraud Awareness Campaign
Ad fraud encompasses a range of illegal activities that siphon money away from digital advertising transactions. When IAS caught a previously undiscovered fraud scheme— a lucrative bot network dubbed 404Bot— we expanded the PR opportunity into a broader campaign to educate the industry about fraud.
I developed a series of illustrated characters for some of the most common types of bots, which were used in various whitepapers, case studies and interactive media.
For phase two of the campaign, I designed an app that is essentially Pokemon Go, but with bots. Users hunt for ad fraud bots triggered by physical beacons placed around any confined (i.e. conference) space. Guests who capture all 8 bots can claim a prize from the IAS booth. This was slated for launch at DMEXCO 2020 but remains on hold until the pandemic allows for in person events again.
