There are many online video playback platforms But do the content playback statistics really count?
The video It has become one of the star content. It succeeds on social networks and there is no doubt that platforms like YouTube have changed the way of consuming content. An entire industry has been created around him and we all know the famous Youtubers, stars of the platform.
The Online video moves a lot of money a year, there are infinite advertisers who want to have their space and reach thousands, millions of potential clients. Therefore, the number of reproductions and their reach are of fundamental importance in advertising campaigns.
Fraud in the number of reproductions of the videos
Can video platforms be tricked into counting more views than real ones? exist bots that can simulate playback of videos, so that the statistics fatten artificially, but the platforms fight against them ?, What happens to the advertisers that are charged for the reproductions ?.
All of this is what they have been studying since University Carlos III of Madrid, a pioneering investigation in the world that they have carried out together with Imdea Networks, NEC Labs Europe and Polito, and that they have exhibited at the World Wide Web Conference (WWW 2016) that was held a few weeks ago in Canada.
Specifically, the UC3M team has studied platform systems such as YouTube, Vimeo and DailyMotion to see if they can effectively fight fraud from computer programs that can replicate normal user behavior to raise video numbers.
Thus, they have developed a system that has allowed them to place themselves in the position of all parties: the one that publishes the video, the advertiser that places advertising on it and the bot that simulates the reproductions to check the result.
False reproduction detection systems are unreliable
In this way they have verified that, in general, the systems of the different platforms for detect fraud are not effective or, directly, they do not exist. The case of YouTube is that it stands out the best, and not so much.
In the YouTube model, which is the most widely used video platform today, we find a public views counter, which is the one we all see in any video, but also a private counter, the Adwords one, on which the payments are based. of advertisers depending. As explained by Rubn Cuevas, one of the researchers from the UC3M Department of Telematic Engineering, when using bots to fatten the visits up to 15o reproductions, the Google system identified that they were not real and only registered 25 of them. So far so good.
Advertisers charged for fake reproductions
However, the service of Adwords charged researchers with 91 bot visits. Therefore, there is a clear gap between accountants and, with it, hundreds, billions of euros are also escaping globally, charged to advertisers for video reproductions that are not real.
After the exposition of the study, from UC3M they assure that Google has already contacted with them To talk about the investigation, whose objective is to develop a reliable auditing system that completely filters fraud attempts and, therefore, increases the confidence of advertisers when investing in advertising on the platform.
This national study is very interesting. You can read all the details here.