Rich Kahn, CEO and co-founder of Anura, has been a leader in the online advertising industry since 1993. In 2003, he founded eZanga.com, a digital marketing company specializing in click-through advertising and pay-per-call. . His comments have appeared in various publications and have been named Ernst & Young Entrepreneur of the Year.

MEDIA 7: Please join us in your career. How did you come up with the idea for Anura?
Rich Kahn: I started my first career in online marketing in 1993. Although I was so fascinated by what the internet can do, I created a newsletter that shared everything I learned about the new device. As the newsletter grew, my readers would ask questions about the ads in my newsletter, which ignited my first digital marketing business.

In an effort to increase my audience, I bought a list of "optional" e-mail users from an Internet company, but in the end it turned into a scam. As a result, this list, along with many other issues, almost cost me my business. This was my first experience of online cheating.

With the opening of the browser in late 1994, I quickly saw a whole new direction in where the internet is going. Technology was being developed to make it easier for the average person to take advantage of this great and sophisticated new technology.
I have been involved in all kinds of technology and over the years I have developed some of my own. In the late 1980s, I started a company that paid users to surf the Internet, and I wrote about this company in WIRED magazine. The article revealed that some of my users use software to make money while they are not online. To combat this scam, I created my first software analytics software and began my journey to reduce fraud.
In the early 2000s, I was an advertiser promoting various offerings such as generation and e-commerce. However, the return on my investment was not where I thought it should be, so I thought it must be something to do with the traffic I bought. After doing some research, I realized that this was a betrayal ... that I had seen before. This happened around 2005 which led me to seek a solution to the fraud but nothing. So what does a developer do when there is no solution? We are building one! This was the birth of the Anura solution.

Question 7: Can you briefly explain what impact Anura's platform will have if a company starts implementing it? How will it yield better returns for them?
RK: When our customers first execute Anura, our first goal is to establish a fraud rate. Then we create a game plan to reduce and eliminate fraud effectively. On average, we find 25% fraud among new customers, but Anura saw extremes far above that number. Our ultimate goal is to create a plan for them to use our data while maintaining or increasing its total volume, but halve the fraud rate. Once we reach that goal, we have set ourselves another goal of halving it again, usually within a few weeks. The lower the fraud rate, the higher the return on investment. If they sell this traffic, their customers will see increased profitability and want to spend more with them as the traffic is more valuable.

Think of it this way, when you remove fraudulent traffic correctly (which never really changes), your ROI will increase. If profitability increases, customer demand increases. As customer demand increases, your business grows!
Finally, when we bring the fraud rate to a reasonable level, our customers can reduce each fraudulent visitor with surgery using our real-time signal to make real-time decisions, one of the many benefits of the solution.

Question 7: Are there any difficulties you face in using and maintaining such a sophisticated platform?
RK: Absolutely! Fraud has become a $ 42 billion problem since 2019 and is expected to rise to over $ 100 billion in the coming years. With this huge growth, more and more people are entering the game of fraud and learning how to get a stake in this multi-billion dollar industry. This means that more and more scammers are coming on the scene and creating unique malicious attacks on the web.

For the last 16 years, we have developed a very special process that will help us identify new anomalies in the billions of processes we see every day. This helps us deal with all the new scams that come from the internet. The challenge we face is that fraud develops daily and we spend a significant amount of money constantly. Resources to deal with new scams to protect our customers.
M7: What is the resource (websites, newsletters, etc.) that you can refer to that helps you keep up with the facts in the world of advertising fraud?
RK: Honestly, what we are learning is not something you find on any website, newsletter or social media. Our sources to use are the data we collect in our client group. Combining data with our own mechanical education and experienced engineering team gives us what we need to be aware of advertising fraud and protect our customers.

M7: Your podcasts are extremely informative. How do you manage to strike a balance between business and other commitments?
RK: It's not easy to deal with all the work we have to do while we spend time on podcasts and blogs to educate the public about advertising fraud. We believe it is very useful to invest our scam publicly this time around, as this issue is unknown to many but can also be a victim. In some cases, we can help companies like Google, find large amounts of fraud on their networks and provide them with tools to prevent it. A few years ago, Anura published a documentary about the biggest fraud discovery in history ... over $ 3 billion a year for fraud. We provided a thorough analysis to Google and they were able to block fraudulent applications. We

We all think it's a victory for the good guys! Combining data with our own mechanical education and experienced engineering team gives us what we need to be aware of advertising fraud and protect our customers. 7: What are the key advertising and marketing tools you use to increase brand awareness? company?
RK: We focused on marketing content to educate the public about fraud and also to build brand awareness. We also want to use various digital advertising channels to market our services to people in the market for a solution. Like most people, we use our social media channels like Twitter, Facebook and LinkedIn to post our latest content and updates. However, our favorite channel is to use industrial shows, so we can give such an advanced product a human touch. Also, there is no substitute for face-to-face communication. Sorry, due to COVID, ads are currently pending, but we hope to return to them in the coming months.

M7: The best advice you have ever received?
RK: A good friend of mine, a serial killer, recently gave me important advice that he uses in his every business. "As a business owner, you need to talk directly to your customers and listen to what they have to say," he said.
After all, they are users of your product / service and generally know more about it than most of your employees. Let's face the fact that your business is growing thanks to your customers and they are willing to pay for your product / service to solve problems in their business so that they can be successful. Your customers tend to provide valuable feedback (both positive and negative) about your product or service to best suit the needs and needs of your customers.

Throughout my career, I have built many successful clients. I used this recommendation for all the forums I created and I got a great response from users as I always listen to my customers.

UM ANURA

Anura.io is the best solution of its kind for detecting advertising fraud. Anura is designed to allow our customers to identify and remove fraud in their campaigns so that they can see moments of increased quality traffic and performance in real time. We are able to allow our customers to experience tremendous growth with our product, reduce fraud, TCPA violations and ultimately reinvest in themselves and thrive as a business by increasing business and revenue. Unlike most SaaS solutions that update their systems quarterly or less, Anura.io is constantly evolving using artificial intelligence and machine learning together. Rather than adding more "bells and whistles", our development team spends days managing development techniques that scammers use to find solutions in their place; That is why it is very important for us to constantly improve the product.

Read more: https://advertising.report/c-suite-on-deck-anura-rich-kahn?utm_source=Media%207&utm_medium=Neethu