FRAUD: EVERYONE’S PROBLEM IAB Small Publishers Fly-In| June 23, 2015

1 MEDIA QUALITY NEEDS FOR BUYERS AND SELLERS

WHAT IS AD FRAUD?

3 ADVERTISING’S ORIGINAL MISSION

WHAT’S THE HARM?

5 The Great Unwatched, New York Times Marketers refuse to let online ad fraud defeat them as the fight against cybercrime moves up a gear, The Drum The Amount of Questionable Online Traffic Will Blow Your Mind, Adweek Programmatic’s Biggest Challenges: Talent, Education, Fraud, Digiday A ‘Crisis’ in Online Ads: One-Third of Traffic is Bogus, WSJ

6 ADVERTISING’S ORIGINAL MISSION

NON-HUMAN TRAFFIC 7 COMPUTER PROGRAMS LOADING WEBSITES WITHOUT HUMAN INTERACTION

HIDDEN ADS 8 ADS PLACED IN SUCH A WAY THAT IT IS IMPOSSIBLE TO SEE THEM

9 ADVERTISING’S ORIGINAL MISSION

DOMAIN SPOOFING 10 DECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY

DOMAIN SPOOFING 11 DECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY Film piracy site Sleazy network Fashion site

12 ADVERTISING’S ORIGINAL MISSION

13 LOCATION FRAUD

WHERE DOES IT COME FROM?

15 BOOSTING YOUR TRAFFIC “Free” traffic -SEO -Syndication -Social media -PR Paid traffic -Display advertising CPC, CPM -SEM CPC -Bulk traffic

16 RACE TO THE BOTTOM

HOW CAN WE STOP IT?

18 CHOOSE YOUR PARTNERS CAREFULLY

19 DON’T BUY IN BULK

20 Understand your own fraud levels and overall media quality performance Ask questions and assess risk with new partners Communicate to advertisers that you understand their challenges TAKE ACTION

THANK YOU! Jason Shaw|