How Bad Data Corrupts AI Bidding and CAC Performance
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
44 min
2 speakers
7 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the main topic discussed in this episode?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
I'm Jordan Cooney, and joining me today is Chester Scott, Chief Strategy Officer at UNIO. Chester, welcome to the Voices of Search Podcast.
Hey Jordan, thanks for having me. Um appreciate you taking the time.
Yeah, thrilled to be diving into this conversation. You know, uh we don't we don't get enough uh folks on the show that are here to talk about where data's going, how data's changing. I mean, we've been seeing so much change to attribution and traffic. Um, but before we get into all of that, tell us a little bit more about Lunio. Tell us a little bit more about what you guys do and um, you know, give us a little background on on your role there.
Yeah, sure. So maybe I'll start with myself and then I'll move into into Luneo. Um so as you're aware, I'm I'm Chester, currently the uh Chief Strategy Officer uh at Luneo. Um but First and foremost, I'm a marketer. I spent the bulk of my early career agency side, both independent before moving into big network, worked on some of the biggest accounts across the UK, European, uh, Middle Eastern and and APAC markets. Uh managed a bunch of different channels inside of those, uh inside of that arena. And I've also though had the the pleasure of working uh client side as well. And so worked in two different um retail e-commerce conglomerates, one in Southeast Asia at Central Retail, and then the other um in the UK in a in a global role um at the Hook Group uh looking after their uh their beauty um
Effort. And in addition to that, I uh have also spent time platform side, uh, an early employee of TikTok across the Middle East, Turkey, Africa, and Pakistan, leading their pure play uh e-commerce vertical. I was the person that took their auction solution into the market in that region. And I've launched a bunch of uh you know interesting commerce solutions. Live shopping was one of the first pieces that we launched. TikTok. Top shop, so on and so forth. So, you know, I had the luxury of working, let's say, in in all three um areas, um, you know, which sets me up for having a relatively unique vantage point, I would say, in in my current role at Lunio. So if we come on to Luneo specifically, Lunio was actually previously known as PPC Protect, seven, eight years old as an organization.
We became Lunio as we grew up as an organization, we became multiplatform um in uh in twenty twenty two. Um and first and foremost we started out as a as a click fraud um and some might refer to as invalid traffic solution, ingesting clickstream data from search platform, predominantly social platforms as we became Lunio. We classify that traffic through proprietary detection algorithm to understand, you know, the difference between high quality um traffic and traffic that is maybe of lower quality or at the very worst end, you know, fraudulent uh and that has no propensity to go on and purchase. But The reality is that that was our starting point. Click fraud was our starting point. We have always had this ambition to eliminate paid media waste.
And paid media waste is obviously a much bigger um arena than than click fraud itself. And so we're starting to make inroads on on that strategy right now. Um and uh 2026 is is a big year for us, and as we move into 2027 as well. Um when we will yeah, venture into those additional waste vectors and and sort of help add value to to customers beyond just clip fraud um and uh an invalidation.
traffic. So I think this is a largely like misunderstood topic by a lot of our listeners, right?
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Chapters
7 chapters
1
What is the main topic discussed in this episode?
0:00–6:44
2
What is Lunio and how did it evolve from click‑fraud detection to a broader AI‑driven platform?
6:44–14:37
3
Why are clicks and ROAS considered misleading metrics for performance measurement?
14:37–23:21
4
How does marginal ROAS differ from traditional ROAS and why is it a better north‑star metric?
23:21–29:39
5
Which channels and verticals exhibit the highest levels of fraudulent or low‑quality traffic?
29:39–36:40
6
What impact does bad data have on AI‑driven bidding algorithms and CAC performance?
36:40–41:24
7
How can marketers improve data quality and signal verification before feeding AI models?
41:24–44:07