© 2019 eMarketer Inc.

Webinar: Brand Safety—Human & Technical

Solutions for Real-Time ProtectionThank you for joining us. The discussion will begin at 1:00 PM ET. Please submit any questions you have in

the meantime. We’ll do our best to address them during the Q&A.

You will receive a follow-up email that includes a link to view the on-demand webinar materials.

June 19, 2019

Tech-Talk WebinarBegins at 1:00 PM ET

Douglas Clark

Global Director of Public Relations

eMarketer

Presented byPRESENTER MODERATOR

Daniel Macdonald

Vice President, Investments & Partnerships

Xaxis

Confidential and proprietary. Copyright © 2018 Xaxis Inc. All rights reserved. Distribution without permission is prohibited.

BRAND SAFETY:

HUMAN & TECHNICAL SOLUTIONS FOR REAL-TIME PROTECTION

• Brand Safety vs Brand Suitability vs Fraud

• Market Trends

• Recent Industry News

• Xaxis’ Approach/Protocols

• Final Questions

AGENDA

DEFINITIONS

Brand Safety

Brand Suitability

Fraud

• The controls that companies in the digital advertising supply chain employ to

protect brands against negative impacts to the brand’s consumer reputation

associated with specific types of content (example: Hate Speech, Terrorism,

Pornography, Violence)

• A marketer’s desired targeting parameters on variables that are subjective

(example: Gaming)

• Intentionally misrepresenting online advertisement impressions, clicks,

conversion or data events in order to generate revenue, with a focus on non-

human traffic

TYPES OF FRAUD

Pixel Stuffing and Ad Stacking

• Multiple ads rendering on top of each other

Ad Injection

• Fraudulent Software injecting fake ads across sites

Traffic Fraud

• Publishers buying traffic to increase their CPM’s

Domain Spoofing

• Changing a URL’s name so buyers think it is a premium domain

Bot Fraud

• Non human traffic created by machines

TOP INDUSTRY CHALLENGES

WHAT’S THE TREND?

BRAND SAFETY CONCERNS ARE TOP OF MIND FOR CLIENTS

MOST RECENTLY, WITH MOBILE APP AD FRAUD

• Fraud network estimated to have defrauded $75-$750M in ad spend

• Using DSP BigQuery data, Xaxis analyzed nearly 7B records of delivery and found that

only 22K impressions were delivered to the botnet-driven apps, totaling less than $200

in media spend

INDUSTRY TRENDS

HOW THE INDUSTRY PROTECTS BRANDS

Inclusion Lists &

Exclusion Lists

• In-house

• 3rd Parties

• Openslate – Youtube

• Trust Metrics –

Domain and In-App

Verification Partners

• Pre-bid segments

• Keyword Targeting

• Blocking

Buying Methods

• Deal IDs

• Private Marketplaces

• Programmatic Direct

HOW XAXIS PROTECTS BRANDS

INCLUSION & EXCLUSION LISTS

*Between the Priority and Scalable Inclusion lists~92% of the domains have Ads.txt implemented.

1

Priority Inclusion

List

2

Scalable

Inclusion List

3

Exclusion List

4

Hispanic

Inclusion list

5

In-app Inclusion

list

Inventory

ClassificationManual Audit

XAXIS AUDITING PROCESS

IAS, comScore, and

AppNexus used to

classify buckets of

inventory into high risk

domain categories as

well as content

categories.

This audit consists

of reviewing brand

safety/quality

standards If

domains do not

meet the

parameters, they

will not be included

in the Xaxis

Whitelist.

COMSCORE ACTIVATION TOOL

REAL-TIME PROTECTION

• Leverage comScore, IAS, and DV pre-bid segments in our DSPs to score

each individual bid request for flags such as:

- Fraud/Suspicious Activity

- Specific/custom Keywords (i.e. Plane Crash)

- Specific categories (i.e. gaming)

• Works across domains and apps

1

About Us page is clearly labeled and easily accessible

2

Contact Us page has verified mailing

address

3

Privacy Notice provides necessary disclosures on user

data collection

4

Content is recent, with latest articles

updated within last 3 months

5

Ads and content render properly; links click through

properly

6

Site does not have ”ad clutter" (no more than 4 ads

per page)

7

Site does not have content that

interferes with user navigation

8

Content is reviewed for brand

safety

9

Content is categorized by

language

DOMAIN PASSES MANUAL AUDIT

EXTENSIVE MANUAL DOMAIN AUDITING

ADS.TXT

WHAT IS ADS.TXT

DV360 CAPABILITIES

• Exclusion of sensitive categories

• Exclusion of “all other” video partners, ensuring

that ads only run on youtube.com properties

• Negative keyword targeting

• MOAT Measurement for IVT monitoring

OPENSLATE

BRAND SAFETY ON YOUTUBE TRUEVIEW

2

1

GroupM and Xaxis have partnered

with OpenSlate to provide clients

enhanced brand safety and

contextual targeting solutions for

YouTube TrueView campaigns at

NO additional cost.

HOW IT WORKS

1. OpenSlate ingests and analyzes data from hundreds of millions of YouTube

videos, mapping them into a content classification system.

2. OpenSlate provides Xaxis a brand safe YouTube channel list, comprised of

less than 10,000 channels, all of which are above a certain SlateScore (an

algorithmic factor of engagement, social shares, content quality, etc.). This

channel list is updated on a monthly basis.

3. The Xaxis Trading Team uploads the channel list into DBM each month

to enable bidding only on brand safe YouTube inventory.

Confidential and proprietary. Copyright © 2018 Xaxis Inc. All rights reserved. Distribution without permission is prohibited.

THANK YOU!

© 2019 eMarketer Inc.

Webinar: Brand Safety—Human & Technical Solutions for Real-Time Protection

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June 19, 2019

Tech-Talk WebinarQ&A Session

Douglas Clark

Global Director of Public Relations

eMarketer

Presented by

PRESENTER MODERATOR

Daniel Macdonald

Vice President, Investments

& Partnerships

Xaxis