This is Jonathan Hochman's slide deck from the Web 2.0 Expo in San Francisco, April 3, 2009.

2. Thomas Claburn, January 14, 2009 http://www.informationweek.com/news/internet/ebusiness/showArticle.jhtml?articleID=212900587 Yahoo! called out for deceptive ads

3. Ben Edelman - http://www.benedelman.org/rightmedia-deception/ January 14, 2009 “… widespread distribution of deceptive ads also requires another crucial input: intermediary ad networks to broker ad placement and tracking. Key among these intermediaries: Yahoo, whose Right Media marketplace facilitates so much of this traffic that Right Media classifies advertisers' deceptive tactics into dozens of detailed categories. Right Media's detailed ad examination and classification offers a natural opportunity to curtail deceptive online advertising -- but to date, Right Media has chosen instead to let deceptive ads run rampant through its system.” Bad guys exploit ad networks to spread their memes

4. “ By September 2008, Right Media's analysis of deception had been reduced to five kinds of physical deception and four kinds of deceptive language ... For each kind of deception, Right Media offered a clarifying statement and an example banner ad...” “ Right Media offers publishers the ability to allow or deny each of these deceptive categories of advertising.” Who wouldn’t opt out of deceptive advertising?

5. “ Media Guard no longer classifies ads into types of "deceptiveness." Instead, Right Media renamed the "deceptiveness" category of characteristics -- now calling those categories "ambiguous or unclear attributes." But Right Media's first classification system was more clear and more straightforward: The listed characteristics are exactly designed to deceive, and Right Media only makes the problem harder to understand by whitewashing its characterization of the ads' effects.” Yahoo renames “deceptive” to “ambiguous”

6. Gathering an email list of suckers

8. Bad business Does this ad meet network criteria? ✓ pass Is it a good for this community? ✗ fail

9. 28 YO Nurse Makes it Big – www.YourCreativeEnergy.com Get rich quick schemes

10. Landing page “ Anyone CAN become a MILLIONAIRE” – Donald Trump

11. Not an isolated example Make $50 - $150 Per Hour www.Kevins-Money-Blog.com

12. Is Kevin trustworthy? Did Google write him a 5k check?

13. Kevin appears to be an affiliate of this site. Using shill sites helps evade bans.

14. Google tries to block these ads, but automated restrictions are easily gamed by using “Googl” and “Googgle” instead.

15. Finally! We learn how the scam works…

16. … only to get sucked in again.

17. “ Free” Scams

18. Facebook and the Free Laptop scam – both ads and content

19. Summary of Terms: This is an auto renewing subscription service on short code 44999 and available to users over 18 for $9.99 per month on T-Mobile {3 alerts per week}, AT&T, Verizon Wireless, Sprint and Nextel {3 alerts per week}, Virgin Mobile USA (2 alerts per week}, Cellular One, Alltel {5 alerts per week on 89623}, Cincinnati Bell, Centennial Wireless and U.S. Cellular. The IQ test scam - repeat billing

20. Ads for tools that generate blight – Twitter FriendBots