1. Copyright 2014 Interactive Advertising Bureau of Canada1The Path to a TrustworthyProgrammatic Supply Chain@IAB Canada#IABSecureMarketX-Series: Secure MarketPresented by: Andrew CasaleNov 19th 14

2. Copyright 2014 Interactive Advertising Bureau of Canada2 3. Copyright 2014 Interactive Advertising Bureau of Canada3 4. 3,5003,0002,5002,0001,5001,000500Copyright 2014 Interactive Advertising Bureau of Canada48131,2533,160-Q3 2014 - New Fraud Domains IdentifiedJul 14 Aug 14 Sep 14 5. Copyright 2014 Interactive Advertising Bureau of Canada5funpetstuff.com10beauty.comCluster #3cookfoodeat.cominsidecamping.cominsidebeachsports.cominsidetotalhealth.comCluster #1eye-clinics.netlandscapefile.comcycle-advisor.netCluster #2 6. Copyright 2014 Interactive Advertising Bureau of Canada6The tale of two YouTubesPasses whitelistVerification confirmsad delivered onYouTube.com? Where did themoney go?GoogleXYZ Seller 7. Copyright 2014 Interactive Advertising Bureau of Canada7Domain Spoofing 101var publisher_url = location.href;vs.var publisher_url = http://facebook.com; 8. The path to a trustedsupply chainCopyright 2014 Interactive Advertising Bureau of Canada809-14Programmatictrading ondomains15The move beyonddomains - Payee/sellertransparency16Seller certification,bonding 9. X-Series: Secure MarketCopyright 2014 Interactive Advertising Bureau of Canada9BEYOND THE BLACKLIST 10. X-Series: Secure MarketCopyright 2014 Interactive Advertising Bureau of Canada10NON-HUMAN TRAFFICTASK FORCE 11. Copyright 2014 Interactive Advertising Bureau of Canada11Task Force Members Andrew Casale, Casale Media Nancy McConnell, Bell Media Matt Thornton, Google Canada 12. Non Human Task Force 12Objectives To understand the issue of non-human traffic To educate digital industry stakeholdersabout the issue To produce key deliverables to reduce therisk and impact of non-human traffic for ourindustryCopyright 2014 Interactive Advertising Bureau of Canada 13. Non Human Task Force 13Expected Deliverables Build awareness of the issues/impacts Understand the non-human traffic issue Develop a mission statement for the conductof all IAB members around this issue To participate in the development ofguidelines for buyers, sellers and technologyplatforms that aligns to the mission to reduceNHTCopyright 2014 Interactive Advertising Bureau of Canada 14. Best Practices for Buyers 14 Find the right balance between performance andclean environments Target trusted exchange environments that candeliver enough volume for your campaign goal Avoid anonymous inventory until the exchange and sourcehave been proven as trustworthy Set up private deals Don't just set it and forget it. Trust the technology,dont overlook the human component De-prioritize manual blacklisting & whitelisting Move beyond the click, focus on ALL the metricsBe confident that the right tools exist to limit exposure to questionable inventoryCopyright 2014 Interactive Advertising Bureau of Canada