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IAB Technology 
Fraud and the 
Trustworthy Supply Chain 
Scott Cunningham
1 
What is a bot? 
An Internet bot, also known as web robot, WWW robot or simply bot, is a 
software application that runs...
4 
How did this become a problem? 
Money
PUBLISHERS EXCHANGES BUYERS AGENCIES MARKETERS
6 
What are we doing about it?
The Trust Stack 
Guideline Topic Area 
Business 
Transparency 
(Steering) 
Accountability Mechanism 
Supporting Efforts 
7...
Trustworthy Supply Chain: Fraud 
• Anti-Fraud Principles released. 9-15-2014. Addressing business and 
8 
technical princi...
Trustworthy Supply Chain: 
Tactics and Certification 
• Education Work Group. Educating the industry on tactics and best 
...
10 
What can you do about it?
Advertisers, Buyers, Publishers 
• A & B: Know the supply 
11 
sources and vendors. 
Domains, content, audience. 
Are they...
IAB Technology 
http://www.iab.net/trustworthy_supply_chain 
scott@iab.net 
Scott Cunningham
thinkLA Programmatic Summit 2014 Scott Cunningham Presentation Slides
thinkLA Programmatic Summit 2014 Scott Cunningham Presentation Slides
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thinkLA Programmatic Summit 2014 Scott Cunningham Presentation Slides

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thinkLA Programmatic Summit 2014 Scott Cunningham Presentation Slides

  1. 1. IAB Technology Fraud and the Trustworthy Supply Chain Scott Cunningham
  2. 2. 1 What is a bot? An Internet bot, also known as web robot, WWW robot or simply bot, is a software application that runs automated tasks over the Internet. Typically, bots perform tasks that are both simple and structurally repetitive, at a much higher rate than would be possible for a human alone. - Wikipedia
  3. 3. 4 How did this become a problem? Money
  4. 4. PUBLISHERS EXCHANGES BUYERS AGENCIES MARKETERS
  5. 5. 6 What are we doing about it?
  6. 6. The Trust Stack Guideline Topic Area Business Transparency (Steering) Accountability Mechanism Supporting Efforts 7 Anti-Fraud (Steering) Anti-Piracy Compliance / QAG Anti- Malware Legal Education
  7. 7. Trustworthy Supply Chain: Fraud • Anti-Fraud Principles released. 9-15-2014. Addressing business and 8 technical principles. • Three workgroups covering safety in the supply chain. 1. Anti-Fraud Work Group. Technical work group looking at catching bots in real time. Proposed taxonomy released 9-15 distinguishing good intended machine traffic versus fraud. 2. Anti-Malware Work Group. Technical workgroup started in August 2014. Mission to identify sources of malware. 3. Business Transparency Work Group. Agencies, Platforms and Publishers discussing money flow and business practices for operations guidelines.
  8. 8. Trustworthy Supply Chain: Tactics and Certification • Education Work Group. Educating the industry on tactics and best 9 practices identified in other work groups and vendors. • Blocklists. • Quality Assurance Guidelines (QAG) • 29 companies certified, 29 pending. • Guidelines represent brand safety and transparency currently. QAG + new Work Group Guidelines + Buyers = Joint (IAB, 4A’s, ANA) Trustworthy Accountability Group (TAG)
  9. 9. 10 What can you do about it?
  10. 10. Advertisers, Buyers, Publishers • A & B: Know the supply 11 sources and vendors. Domains, content, audience. Are they certified? • A & B: Scale doesn’t equal quality. Set expectations on controls through T&C’s. • A & B: If it is cheap and too good to be true…it probably is. • P: Sales, Marketing, Ops and Analytics…talk. • P: Audience Extension is the same as a trade desk. • A, B, and P: Point solutions are good. It’s one tool in your toolbox is better.
  11. 11. IAB Technology http://www.iab.net/trustworthy_supply_chain scott@iab.net Scott Cunningham

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