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

2. 1 MEDIA QUALITY NEEDS FOR BUYERS AND SELLERS

3. WHAT IS AD FRAUD?

4. 3 ADVERTISING’S ORIGINAL MISSION

5. WHAT’S THE HARM?

6. 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

7. 6 ADVERTISING’S ORIGINAL MISSION

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

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

10. 9 ADVERTISING’S ORIGINAL MISSION

11. DOMAIN SPOOFING 10 DECEIVING ADVERTISERS ABOUT THE PUBLISHER’S IDENTITY

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

13. 12 ADVERTISING’S ORIGINAL MISSION

14. 13 LOCATION FRAUD

15. WHERE DOES IT COME FROM?

16. 15 BOOSTING YOUR TRAFFIC “Free” traffic -SEO -Syndication -Social media -PR Paid traffic -Display advertising CPC, CPM -SEM CPC -Bulk traffic

17. 16 RACE TO THE BOTTOM

18. HOW CAN WE STOP IT?

19. 18 CHOOSE YOUR PARTNERS CAREFULLY

20. 19 DON’T BUY IN BULK

21. 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

22. THANK YOU! Jason Shaw| jshaw@integralads.com