IAB GLOBAL SUMMIT 2015

September 30 – October 1New York, New York

IAB GLOBAL SUMMIT 2015

September 30 – October 1New York, New YorkTown Hall: Fighting Fraud Across the

Global Digital Eco-system

Mike Zaneis Chief Executive Officer, Trustworthy Accountability Group

Steve Chester Director, Data and Programmes, IAB UK

 IAB  Global  Summit    |    September  30th,  2015  

TAG: Increasing Trust in the Digital Supply Chain

The  Cost  of  Digital  AdverBsing  Fraud    

Digital  adverBsing  fraud  will  cost  adverBsers  $6.3  billion  in  2015    

•  Enough  to  buy  every  single  Super  Bowl  ad  …  for  the  next  17  years  

•  More  than  the  combined  profits  of  the  ten  largest  global  adverBsing  agencies  

•  As  much  as  typical  bank  robbers  would  make  if  they  robbed  every  single  bank  branch  in  the  United  States  …  nine  Bmes  in  a  row  

Bot  Traffic  Dominates  Digital  AdverBsing    

Percent  of  Bot-­‐Driven  Ad  Impressions  by  Channel    

11%  

17%  

19%  

23%  

52%  

62%  

Display  Ads  

ProgrammaBc  Ads  

Retargeted  Ads  

Video  Ads  

Third-­‐Party  Sourced  Ads  

Third-­‐Party  Video  Ads  

Chain  of  Criminal  AcBvity  

Lack  of  Transparency  

Content  TheY  ($billions  in  damage  to  content  owners)  

ProliferaBon  of  Malware  

Digital  Ad  Fraud  

Cost  to  Consumers  and  

Industry  $209    million    

$2.3  billion  

$6.3  billion  

$8.8+  billion  

A  joint  markeBng-­‐media  industry  program  created  to  fight  criminal  acBvity  in  the  digital  supply  chain;  TAG  is  organized  around  four  core  areas:  

-­‐  EliminaBng  fraudulent  digital  adverBsing  traffic  -­‐  CombaBng  malware    -­‐  FighBng  ad-­‐supported  Internet  piracy  to  promote  brand  integrity  -­‐  PromoBng  brand  safety  through  greater  transparency  

TAG Mission

TAG  Board  

TAG Products

•  Brand  Integrity  Program  Against  Piracy  –  February  •  Fraud  Threat  List  (Domain-­‐based)  –  May  •  Data  Center  Fraud  List  (IP-­‐based)  –  July  •  Company  RegistraBon/Transparency  Program  –  

Coming  this  October  •  Malware  InformaBon  Sharing  Pladorm  –  

Launching  this  November  

informaBon  on  fraud  threat  domains    

TAG  aggregates  and  shares  list  of  fraud  threat  domains  with  

industry    

TAG  Fraud    Threat  List    

Digital  AdverBsing  Industry  Fraudulent  Ad  Impressions    

Fraudulent  Ad  Impressions    Fraudulent  Ad  Impressions    

Digital  AdverBsing  Industry  

TAG  Fraud    Threat  List    

Fraudulent  Ad  Impressions    

Fraudulent  Ad  Impressions    

Fraudulent  Ad  Impressions    

IAB  Global  Summit  –  Fraud  session  UK  Market  

iabuk.net

Joint  Industry  Commihee  for  Web  Standards  

Created  by  the  UK  and  Ireland  media  industry  to  ensure  independent  development  of  standards  for  measuring  performance  online  and  benchmarking  best  pracBce  for  online  ad  trading  

JICWEBS  –  What  do  they  do?  JICWEBS  purpose  is  to  ensure  independent  development  and  ownership  of  standards  for  measuring  performance  online  and  benchmarking  best  pracBce  for  online  ad  trading  

Content  VerificaBon  (CV)  tool  principles  

Social  Video  

principles  

Audio  Video  census  metrics    

(for  BARB)  

Digital  Trading  Standards  Group  (DTSG)  

principles  

Viewability  principles    

Fraud  principles….  

UK  AnB-­‐Fraud  Commercial  Group  

AnB-­‐Fraud  Technical  Sub-­‐Group  

AnB-­‐Fraud    Working  Group  

Cross-­‐industry  commercial  group  recommending  fraud  industry  standards  &    guidelines  to  propose  to  JICWEBS  for  considera<on  and  ra<fica<on  

Technical  group  comprising  of  fraud  detec<on  companies  recommending  technical    standards  &    guidelines  to  propose  to  An<-­‐Fraud  Working  Group  for  considera<on  and  ra<fica<on  

UK  AnB-­‐Fraud  Group  Structure  

Guidance  released  to  date  

UK  AnB-­‐Fraud  Working  Group  Roadmap  

Dec  14   • FormaBon  of  cross-­‐industry  UK  Fraud  Working  Group  

Dec  14-­‐Jan  15  

•  Discussion/consultaBon  of  definiBons  &  guidelines  

Jun  15   • PublicaBon  of  UK  Best  PracBce  guidelines    

Jan-­‐  Sep  15  

• Development  of  fraud  principles  by  JICWEBS  

Sep  15   • PublicaBon  of  UK  Traffic  Taxonomy  &  AnB-­‐Fraud  Principles    

Sep  15-­‐Mar  16  

• AnB-­‐Fraud  Principles  development  &  phase  1  Vendor  cerBficaBon/accreditaBon  

H2  16   • Wider  market  cerBficaBon/accreditaBon  

H2  16   • Phase  2  Vendor  accreditaBon/accreditaBon  

Shupng  down  fraudsters  –  similar  approach  to  UK  anB-­‐piracy  approach?  

Phase  1  RestoraBve  JusBce  

Phase  2    Domain  

DisrupBon  

Phase  3  Infringing  

Website  List  

Phase  4  Payment  Provision  

Phase  5  Enforcement  

OpBons  Opera<on  Crea<ve  

4  industry  partners  350  referrals  to  date