Q&A with Rich Kahn, CEO and Co-Founder at Anura

Media 7 | January 11, 2021

Rich Kahn, CEO and Co-Founder at Anura, has been a leader in the online advertising industry since 1993. In 2003, he started eZanga.com, a digital marketing firm specializing in pay per click and pay per call advertising. His commentary has been featured in a variety of publications and he’s been named an Ernst & Young Entrepreneur of the Year.

MEDIA 7: Please take us through your career journey. How did you come up with the idea of Anura?
Rich Kahn:
I began my initial career in Internet Marketing back in 1993. Being so enthralled with what the internet could do, I quickly put together a newsletter sharing all of what I was learning about the new medium. As the newsletter grew, my readers would inquire about advertising within my newsletter, and that sparked my first digital marketing company.

In an effort to grow my audience, I purchased a list of ‘opt-in’ email users from an Internet company, however, ultimately it ended up being fraudulent. As a result, this list almost cost me my company along with many other problems. This was my first experience with fraud on the Internet.

In late 1994, with the introduction of the web browser, I quickly saw a whole new direction of where the internet was heading. Technologies were being built to make it easy for the average person to take advantage of this awesome and advanced new technology. 
I got involved in all different kinds of technology and developed some of my own throughout the years. In the late 90’s I built a company that paid users to surf the web, where I was written up in WIRED magazine about this company. The article found that some of my users were using software to earn money while they were not online. To combat this user fraud, I built my first fraud detection software and began my journey of mitigating fraud.

In the early 2000’s I was an advertiser promoting a variety of offers such as lead generation and e-commerce. However, my ROI was not where I thought it should be, so I figured there must be something going on with the traffic I was buying. After doing some research I realized it was fraud…which I had seen before. This took place around 2005, which made me seek out a fraud solution, but nothing existed. So, what does a developer do when a solution doesn’t exist? We build one! That was the birth of the Anura solution.

When you accurately remove fraudulent traffic your ROI will increase. If ROI increases, client demand increases.


M7: Can you please briefly describe the impact Anura’s platform will have if a company starts implementing it? How will it ensure a better ROI for them?
RK:
When our clients first implement Anura, our first goal is to establish a baseline of their fraud rate. We then curate a game plan to effectively reduce and eliminate the fraud. On average, we find 25% fraud with new clients, however, Anura has seen extremes well above this number. Our ultimate goal is to build a plan for them to utilize our data in order to cut the fraud rate in half while maintaining or growing their overall volume. Once we reach that goal, typically within a few weeks, we set a further goal to cut that in half again. As their fraud rate drops, their ROI will increase. If they are selling this traffic, their clients will see a lift in ROI and want to spend more with them since the traffic is more valuable.

Think of it this way, when you accurately remove fraudulent traffic (which never truly converts), your ROI will increase. If ROI increases, client demand increases. When client demand increases, your company grows! 
Finally, once we get the fraud rate to a reasonable level, our clients can then surgically mitigate each and every fraudulent visitor using our real-time signals to make real-time decisions, one of the many benefits of our solution.

M7: Any challenges that you face regarding handling and maintaining such a highly advanced platform?
RK:
Absolutely! Fraud is has grown to a $42 billion problem as of 2019 and is expected to grow to over $100 billion within the next couple of years. With this extreme growth, more and more people are getting into the fraud game and learning how to take a piece of this multi-billion-dollar industry. That means more and more talented fraudsters are entering the space and creating unique malicious attacks across the web.

Over the last 16 years, we have developed a very specific process to help us identify new anomalies occurring across the billions of transactions we see each day. This helps us stay on top of all new fraud attacks coming across the internet. The challenge that we face is that fraud is evolving on a daily basis and we continually spend significant resources battling the new fraud attacks so that we can keep our clients protected.


Clients are much more inclined to provide valuable feedback about your product or service in order to improve it to be the best it can be to suit their wants and needs..

M7: What is your go-to resource – websites, newsletters, any other – that helps you stay updated with facts, in a world of Ad Fraud?
RK:
Honestly, the stuff that we are learning is not something that you will find on any website, newsletter, or social media. Our go-to resources is the data we collect across our client base. Combining the data with our own machine learning and experienced engineering team gives us what we need to stay on top of ad fraud and keep our clients protected.

M7: Your podcasts are extremely informative. How do you manage to strike a balance between work and such other commitments?
RK:
It’s not easy to keep on top of all the work that we need to do while also committing time to podcasts and blogs to educate the general population on ad fraud. We believe it very useful to invest this time to share our fraud findings to the public, as it is a subject not many are familiar with but could be a victim too. In some cases, we are able to help companies like Google, find large amounts of fraud in their network, and give them the tools to block it. A few years ago, Anura released a whitepaper on the largest fraud find in history…over $3 Billion a year in fraud. We gave the detailed analytics to Google and they were able to block the apps that were committing fraud. We consider that a win for all of us good guys!


Combining the data with our own machine learning and experienced engineering team gives us what we need to stay on top of ad fraud and keep our clients protected.

M7: What are the major advertising and marketing tools that you use to hike up the brand awareness of your company?
RK:
We are heavily focused on content marketing, in order to educate the public about fraud, while also bringing brand awareness. In addition, we like to use a variety of digital advertising channels to market our services to people that are in the market for a solution. Like many, we also utilize our social media outlets such as Twitter, Facebook, and LinkedIn, to push all of our latest content and updates. However, our favorite channel to use is industry tradeshows, so we can give the human touch to such an advanced product. Plus, nothing beats face to face interactions. Unfortunately, due to COVID, tradeshows are on hold for now, but we are hopeful that we will get back to them in the next few months.

M7: The best advice you have ever received?
RK:
A while ago a good friend of mine, a serial-entrepreneur, gave me a vital piece of advice that he uses at every one of his businesses. He said, “As the owner of your business you need to talk directly with your clients and listen to what they have to say.”

After all, they are the users of your product/service and typically know more about it than most of your employees. Let’s face it, your company thrives because of your clients, and they are willing to pay for your product/service to solve a problem within their own company so they can be successful as well. Clients are much more inclined to provide valuable feedback (both positive and negative) about your product or service in order to improve it to be the best it can be to suit their wants and needs as your clients.

In my career, I have built many successful platforms that are client-facing. I have used this advice for all of the platforms I have built and have had great user feedback because I have always listened to my clients.

ABOUT ANURA

Anura.io is a best-of-breed ad fraud detection solution. Anura is designed to allow our clients to identify and remove fraud from their campaigns so they can see an immediate increase in quality traffic and performance, in real-time. We are able to allow our clients to experience immense growth with our product, reducing fraud, TCPA violations, and ultimately increase conversions and revenue, allowing them to invest back into themselves and evolve as companies. Anura.io is constantly evolving by using artificial intelligence combined with machine learning, unlike most of the SaaS based solutions that update their systems quarterly or even less frequent. Instead of adding more “bells and whistles”, our development team spends their day maneuvering the evolving tactics that fraudsters are using to get around solutions in place; this is why it is so important to us to constantly evolve our product.

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As was the case in 2021, where Desmond, a member of DoubleVerify’s Board of Directors and operating partner at Providence Equity, played an integral role in leading its IPO—one of the most successful in the media and technology sector that year. “When Providence acquired Smartly in 2019 and I became Chair of The Board, the company’s potential was clear from the start. Smartly is uniquely solving real problems that brands and marketers need to have solved: agile creative and media management at the same time; rapid intelligence around performance—what's working and what's not; the ability to execute personalization at scale. The steady updates we’ve been making are unlocking a depth and breadth to the technology that’s affording brands the ability to move across channels as fluidly as the consumers they aim to engage do,” commented Desmond. “Coupled with the additions of Brett Wein as Chief Sales Officer, and Oli Marlow-Thomas as Chief Innovation Officer, I am confident that our vision for Smartly.io will effectively redefine the future of digital advertising for brands and marketers alike.” Smartly.io’s continuous releases to Workspaces has created a unique full-funnel, multi-channel approach to social advertising, integrating creative, media buying and intelligence at scale, in one platform. Specifically, the company’s creative-focused adtech enables marketers to: Reach Smartly: Automate campaign workflows across all major platforms, reaching audiences quickly, easily and cost effectively. Engage Smartly: Create beautiful, cohesive, and effective creative across the funnel that drives action. Learn Smartly: Extract consolidated actionable insights to respond to audience behaviors in real-time to maximize return on investment (ROI). "The depth of knowledge [Smartly.io] brings across verticals is really impressive,” said Merry Morud, Lead, Global Creative Optimization for Consumer Products at Uber. “On top of that, they have a fantastic creative team, which is very mobile-first, which is what we, as digital marketers, in a mobile space and mobile-first world look for.” Uber, a longtime client of Smartly.io, has used the company’s platform to execute iterative creative approaches at scale as part of their global media buying practice. Smartly.io, now managing upwards of $5B in media spend, is unlocking the ability for true multi-platform brand building that exceeds both customer expectations and drives engagement across platforms, at scale. As a result, platform partners like Meta have leveraged Smartly’s Advantage+ Shopping solution to deliver upwards of 150 creative variations across all creative placements, expanding consistent brand reach and personalization in a privacy-safe way. “Reinvention tends not to come from large scale companies, so we are using our nimble size and strong influence to create real movement in the industry,” said Oli Marlow-Thomas, Chief Innovation Officer, Smartly.io. ABOUT YOU, one of Europe’s fastest growing fashion platforms, leverages Smartly’s TikTok Shopping Ads across markets. Since implementation, it's seen a near 30% uplift in ROAS for catalog sales, compared to the business-as-usual catalog sales campaigns, and greater than 100% uplift for "add to cart” actions compared to TikTok’s data. “The Smartly Digital Advertising Platform is the result of years of collaborations, acquisitions and continuous innovation that’s allowing us the ability to really push the limits of what’s been possible, up until now that is. We’re working on some exciting new builds with partners that will hit the market in the coming months, that will take dynamic creative and media optimization to new heights,” continued Marlow-Thomas. To learn more about the Smartly Digital Advertising Platform and how it’s revolutionizing the industry, please go to https://www.smartly.io. About Smartly.io Smartly.io is one of the world’s largest SaaS digital advertising platforms, managing nearly $5B in ad spend with 700+ brands worldwide. Our leading end-to-end technology and outstanding customer service help brands such as Walmart, FanDuel, L’Oreal, Warner Bros. Discovery, Nestle, and Disney/ESPN to better reach audiences, engage creatives and learn what performs best—consistently driving scale for brand and performance across the largest media platforms, including Facebook, Instagram, Snap, Pinterest, TikTok, and Google. Visit Smartly.io to learn more.

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Sharethrough Announces Green Media Summit 2023 for Sustainable Ecosystem

Sharethrough | March 15, 2023

On March 14, 2023, Sharethrough, a global independent ad exchange, is organizing the Green Media Summit 2023 in New York City on April 13. The event will highlight the impact of environmental awareness in media and the digital advertising industry's role in building a sustainable media ecosystem. The conference will feature keynotes, panels, and fireside chats from ad tech leaders, industry decision-makers, and sustainability experts. The event will talk about the latest trends and solutions in sustainable media practices. These will include strategies for reducing carbon emissions in production and distribution, new technologies, and the role of the media in driving social and actionable environmental change. Luc Marsolais, Chief Operations Officer at Sharethrough, said, "As businesses increasingly prioritize sustainability, it's become clear that industries across the board need to take steps to reduce its environmental impact." He also said, "The inaugural Green Media Summit is an essential opportunity to come together to address one of the most pressing issues of our time. At this conference and beyond, we can find ways to reduce our carbon footprint, minimize waste, and build a more sustainable future." (Source - CISION PR Newswire) The conference is completely carbon-neutral and features speakers from global brands, agencies, and publishers. Attendees can network with like-minded professionals and learn about best practices for creating environmentally conscious campaigns. The conference aims to inspire and empower the industry to take action towards a more sustainable future. About Sharethrough Sharethrough is an independent omnichannel ad exchange that believes in a human-centric approach to advertising and monetization. Advertisers and publishers use its technology to render higher-performing ads that fit any placement on any site. Sharethrough's publisher partners benefit from directly-sourced demand, scale, and quality, prioritizing their monetization efforts and elevating performance. It has headquarters in Montreal and offices across North America, including San Francisco and New York City.

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Roku and Best Buy Announce Their Advertising and Retail Relationship

Roku Inc. | March 13, 2023

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Spotlight

Anura

Anura

Ad fraud is growing exponentially. Experts estimate that, by 2023, the costs associated with scams and misdirection will cost businesses approximately 100 billion dollars. Anura Solutions works diligently with clients to prevent fraudsters from accessing marketing dollars. With over fifteen years of...

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