For years, Google has been waging a comprehensive, global fight against invalid traffic through a combination of technology, policy, and operations teams to protect advertisers and publishers and increase transparency throughout the advertising industry.
Last year, we identified one of the most complex and sophisticated ad fraud operations we have seen to date, working with cyber security firm White Ops, and referred the case to law enforcement. Today, the U.S. Attorney’s Office for the Eastern District of New York announced criminal charges associated with this fraud operation. This takedown marks a major milestone in the industry’s fight against ad fraud, and we’re proud to have been a key contributor.
In partnership with White Ops, we have published a white paper about how we identified this ad fraud operation, the steps we took to protect our clients from being impacted, and the technical work we did to detect patterns across systems in the industry. Below are some of the highlights from the white paper, which you can download here.
All about 3ve: A creative and sophisticated threat
Referred to as 3ve (pronounced “Eve”), this ad fraud operation evolved over the course of 2017 from a modest, low-level botnet into a large and sophisticated operation that used a broad set of tactics to commit ad fraud. 3ve operated on a significant scale: At its peak, it controlled over 1 million IPs from both residential malware infections and corporate IP spaces primarily in North America and Europe.
Trust and integrity are critical to the digital advertising ecosystem. Investments in our ad traffic quality systems made it possible for us to tackle this ad fraud operation and to limit the impact it had on our clients as quickly as possible, including crediting advertisers.
Industry collaboration helps bring 3ve down
While ad fraud traditionally has been seen as a faceless crime in which bad actors don’t face much risk of being identified or consequences for their actions, 3ve’s takedown demonstrates that there are risks and consequences to committing ad fraud. We’re confident that our collective efforts are building momentum and moving us closer to finding a resolution to this challenge.
Industry bodies such as the IAB, Trustworthy Accountability Group (TAG), Media Rating Council, and the Joint Industry Committee for Web Standards, who are serving as agents of change and collaboration across our industry, are instrumental in the fight against ad fraud. We have a long history of working with these bodies, including ongoing participation in TAG and IAB leadership and working groups, as well as our inclusion in the TAG Certified Against Fraud program. That program’s value was reinforced with the IAB’s requirement that all members need to be TAG certified by the middle of this year.
We’ll continue to be vigilant, working to protect marketers, publishers, and users, while continuing to collaborate with the broader industry to safeguard the integrity of the digital advertising ecosystem that powers the open web. Our work to take down 3ve is another example of our collaboration with the broader ecosystem to improve trust in digital advertising. We are committed to helping to create a better digital advertising ecosystem — one that is more valuable, transparent, and trusted for everyone.