evento adtech & data 2016 - how the digital marketing are combating fraud? - mike zaneis - tag
TRANSCRIPT
IAB Brasil – Ad Tech & Data Conference | August 30, 2016
TAG: Increasing Trust in the Digital Supply Chain
The Problems
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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
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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
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Cost of Invalid Traffic/Ad Fraud
Desktop Mobile TotalPercent 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
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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
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Creating a Meaningful Seal for the Digital Ad Ecosystem
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Reaching Scale with 100+ Companies
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TAG Registration - Welcome
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TAG Registration - Welcome
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TAG Registration – NOT Welcome
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TAG Registration – NOT Welcome
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“Certified Against Fraud” Launch – May 2016
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Multi-Layered Approach
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Fraud Threat List
+
Data Center IP List
+
Publisher Sourcing Audit
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Independent Fraud Vendor
+
Internal Controls, Policies, and Reporting Mechanisms
#GetTAGed by visiting www.tagtoday.net