I've spent 10 years across big tech and venture-backed startups, building my career around understanding consumer behavior. I enjoy researching obscure business trends and creating tools that identify patterns others miss.

But I don't just stop at research, I build automation systems that pipe raw data and analytics directly into business processes. I've used these systems to generate leads, run personalized marketing campaigns, and drive tens of millions of views across social media.

I design the workflows, connect the data sources, and build the automation pipelines. I use GitHub Actions, Cloudflare Workers, and n8n to run these systems 24/7. 

email: jd@joedirico.com

Joe DiRico

Recovering digital marketer and ambassador for the real world.

In my free time, I enjoy volunteering as a coach for my son, Jonny's, baseball team.

Let's connect!

- TRowe

Checkout theoohinsider dot com for exclusive Insider-insights and learn How To Measure OOH Advertising.

Tim Rowe

"Ad fraud"

Did you stop scrolling?

If so, this is a conversation you literally can not afford to miss.

In this episode of the State of Streaming podcast, I sat down with the legendary Dr. Augustine Fou (Creator of FouAnalytics   "see Fou yourself") to find out how ad fraud actually happens and (more importantly) how to stop paying for it.

If you control a media budget, you'll learn about...

1. The "Schrödinger's Cat" of Streaming TV Fraud 

Dr. Fou explains a paradox: There is NO fraud in streaming, and there is 100% fraud in streaming.

The Safe Zone: If you buy direct from Disney, ESPN, or NBCU, it’s impossible to fake.

The Kill Zone: Chasing cheap CPM's on programmatic exchanges is likely 100% fraud (spoofed domains and mobile apps pretending to be what you think are humans watching TV).

2. CPM is a Price, Not a Cost 

Stop celebrating your "efficiency" because you lowered your CPM from $35 to $3.

If you buy 1,000 impressions for $35 and they are real humans, you have value.

If you buy 10,000 impressions for $3 and 90% are bots, you just lit your money on fire.

The Takeaway: Don't be afraid of high CPMs. You are paying for the absence of fraud.

3. The $100 Million Lesson (The Uber Story) 

We talk about a case study where Uber paused their ad spend to audit for fraud. They kept the spend paused for one week...then another.

Then?

They cut $100 million from their budget.

The outcome? App installs didn’t drop. 

Why? Because the "attribution" models were claiming credit for installs that humans were going to make anyway.

So how do you navigate this conversation, at any level of scale?

By adopting a "Small Business Mindset." 

A small business owner can't afford to spend $1,000 and see zero results. 

Learn how to distinguish correlation from causation with the full masterclass on ad verification (below in the comments) 👇

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The Battle

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