MediaTrust Co Founders and head of Publisher & Advertiser partnerships Jivan Manhas keynote presentation at the Performance Marketing Leadership Summit Jivan Discusses state of our rapidly growing industry, the effects and consequences of affiliate fraud, and strategies for improving the affiliate screening process and the importance of working together to eradicate fraud and restore the confidence of the mainstream big brand

1. Performance Marketing
Leadership Summit
November 3rd 2009
Peter Bordes, CEO, MediaTrust

2. State of the Industry
#1 problem in the industry is fraud. It hurts industry growth
because:
• It cripples existing business and hurts future growth
• Brand advertisers don’t trust the channel, so big budgets
are staying on sidelines
• Existing advertisers hurt by chargebacks, losses of
merchant accounts, lead fraud
• Performance marketing segment is losing advertisers to
other trusted direct response channels
• Publishers have a difficult time nding campaigns with
longevity

3. The Industry is Growing, But...
US Online Affiliate Spending - 2005-2012 (Billions)
$3.3
$2.9
$2.6
$2.3
$2.1
$1.8
$1.6
$1.3
2005 2006 2007 2008 2009 2010 2011 2012
Online Affiliate Marketing SpendingTitle Source: Jupiter Research 2008
Category

4. The reputation of the
industry is being
damaged ... the fraud
issue needs to be
addressed
immediately!

5. Why is Fraud Prevalent?
• Our Industry has a history of “siloed”, fragmented networks.
• Data is “black-boxed” and there is a lack of transparency
• Our industry is reactive vs being proactive/in front of issues
• Fraud rings can move around due to
lack of industry communication and
sharing of data
• Few industry associations exist to
establish standards, best practices
and self-regulation
• Issue is swept under the rug because people are
still making money and afraid to talk about it
• It’s up to the networks and platforms to solve this problem

6. Fraud Example*
• Fraud rings are openly buying and selling approved CPA
network accounts so that others can login with them to
defraud advertisers and end-users
* unfortunately, this is one of MANY types of fraud we see every week

7. So what is MediaTrust doing?
• Publisher on-boarding process re-architected to be much
more rigorous
• Publisher cross-referencing between partner networks
• Publisher referencing from trusted publishers
• Site and landing page review to examine for nefarious
practices
• Development of "trusted criteria"
for existing network of publishers
• Removal of 1000’s of untrusted and
un-veri ed publishers
• Real-time analysis of live
campaigns via proprietary fraud
detection software

8. MediaTrust Process Details

9. MediaTrust Process Details

10. Results Come Fast
• We have already earned a reputation as one of the most difficult
platforms to get into
• Fewer “bad publishers” are applying and our publisher conversion rates
have increased with our more demanding sign up process

11. What should the Industry do?
• Support our industry
association -the PMA- to set
standards/guidelines and
create research
• Industry leaders need to band
together and develop self-
regulation guidelines
• Create transparency via shared
data among providers to
prevent fraud rings, nefarious
affiliates, etc
• Generate industry publisher
and advertiser whitelists to
keep out dodgy players
• Develop education and
accreditation programs