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Evento AdTech & Data 2016 - How the digital marketing are combating fraud? - Mike Zaneis - TAG

Evento realizado no Teatro Cetip, em 30/08/2016.

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Evento AdTech & Data 2016 - How the digital marketing are combating fraud? - Mike Zaneis - TAG

  1. 1. IAB Brasil – Ad Tech & Data Conference | August 30, 2016 TAG: Increasing Trust in the Digital Supply Chain
  2. 2. The Problems
  3. 3. 3 Cost of Digital Ad Fraud - Worldwide • Wasted Advertising Budgets  $7.2 Billion (U.S.D.) Estimated Global Losses in 2016  Financial Impact Averaged $10 Million per Marketer Participant • Sophisticated Methods  Display media with CPMs over $10 had 39 percent higher bots than lower-CPM media  Video media with CPMs over $15 had 173 percent higher bots than lower-CPM media Source: ANA Bot Baseline Study, March 2016
  4. 4. 4 The Cost of a Corrupted Supply Chain – U.S. Only • Estimated total cost: $8.2 billion (U.S.D.) Invalid/Fraudulent traffic: $4.6 billion Internet Piracy: $2.5 billion Malvertising+: $1.1 billion • Estimated cost by type Incurred costs: $4.8 billion Lost revenue opportunity cost: $3.4 billion
  5. 5. 5 Cost of Invalid Traffic/Ad Fraud Desktop Mobile Total Percent Revenue Percent Revenue Percent Revenue CPM-based: display 6.6% $500,000,000 9.8% $350,000,000 7.6% $850,000,000 CPM-based: video 11.1% $310,000,000 12.1% $160,000,000 11.4% $470,000,000 Performance-based 10.0% $2,340,000,000 10.0% $740,000,000 10.0% $3,080,000,000 Total estimated cost 9.3% $3,150,000,000 10.2% $1,250,000,000 9.6% $4,400,000,000
  6. 6. 6 A joint marketing-media industry program created to fight criminal activity in the digital supply chain; Created in December 2014 by a partnership of the 4As, ANA, and IAB US; TAG is organized around four core areas: - Eliminating fraudulent digital advertising traffic - Combating malware - Fighting ad-supported Internet piracy to promote brand integrity - Promoting brand safety through greater transparency TAG Mission
  7. 7. 7 Creating a Meaningful Seal for the Digital Ad Ecosystem
  8. 8. 8 Reaching Scale with 100+ Companies
  9. 9. 9 TAG Registration - Welcome
  10. 10. 10 TAG Registration - Welcome
  11. 11. 11 TAG Registration – NOT Welcome
  12. 12. 12 TAG Registration – NOT Welcome
  13. 13. 13
  14. 14. 14 “Certified Against Fraud” Launch – May 2016
  15. 15. 15 Multi-Layered Approach = Fraud Threat List + Data Center IP List + Publisher Sourcing Audit + Independent Fraud Vendor + Internal Controls, Policies, and Reporting Mechanisms
  16. 16. #GetTAGed by visiting www.tagtoday.net

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