Brand protection


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Brand protection

  1. 1. Safeguarding your Brand Investment<br />Brand Protection<br />By Vivekanand Matta<br />
  2. 2. Introduction<br />
  3. 3. Brand Protection in Online Media<br />
  4. 4. Ad Verification Survey 2010<br />
  5. 5. Brand Protection for Advertisers<br />
  6. 6. Offers Brand Protection and risk management<br />Firewall Control® to block non-compliant sites while ad serving<br />Network Control® for ad networks to maintain Inventories<br />Headquartered in New York<br />
  7. 7. Firewall control Flowchart<br />
  8. 8. Page-level content ratings<br /> Provides page-level content ratings for each of the following categories<br /><ul><li>Adult content
  9. 9. Hate speech
  10. 10. Guns/Ammunition
  11. 11. Illegal drugs
  12. 12. Tobacco
  13. 13. Alcohol
  14. 14. Spyware / Malware
  15. 15. Offensive Language</li></li></ul><li>Customized risk settings<br />Advertisers can set their risk thresholds per category <br />Based on the advertiser settings, serving ads to unwanted sites can be prevented<br />
  16. 16. How is the content rated?<br />
  17. 17. How is the content rated? Page 2<br />
  18. 18. Provides online media verification<br />BrandShield for blocking ads from running on non-compliant sites<br />BrandAssure: Reporting tool to monitor publisher and ad network partners for non-compliance<br />AdAssure: Verify geo-targeting, competitive collision, page placement, double-serving, section targeting<br />Partnered with 10 of the top 15 ad networks and works with more than 100 of the Fortune 500 companies<br />Headquartered in New York<br />
  19. 19. Dual verification system<br />DoubleVerify uses the following two technologies <br />to verify publisher content<br />
  20. 20.
  21. 21. How the content is analyzed<br />
  22. 22. Brand Protection Data through API<br />Real time page-level assessment and content rating<br />Continuously monitor changes of pages and page content<br />Delivered along with real-time Contextual Data in same API call<br />Doesn’t use text matching techniques, so not limited to websites in English<br />
  23. 23. Brand Protection Tools for Publishers<br />
  24. 24. ADMagic<br />A Firefox browser plug-in that lets you analyze an ad’s performance right on the page where the ad is serving.<br />It helps publishers to find and stop any problematic ad directly from their web pages.<br />ADMagic will be able to detect all types of ads on a webpage. <br />For ZEDO ads, only legitimate users will be able to see the ad details.<br />For non-ZEDO ads, the ad call flow will be displayed. <br />ADMagic may not work on Iframe ad types<br />
  25. 25. Analytics of a ZEDO Ad<br />
  26. 26. Ad Call flow in a Non-ZEDO Ad<br />
  27. 27. Ad Inspector Tool<br /> “PubMatic Ad Inspector provides publishers with deep forensic information on all ads served on their Web pages. It instantly identifies which ad network or exchange served a particular ad and any ad networks that defaulted in the process. ” - PubMatic<br />Features of Ad Inspector:<br />Instant analysis of ad tags with the click of a button<br />Can gather information of all text, image and video based ads on publisher’s page<br />
  28. 28. Inventory Tools<br />Publisher Monitoring<br />daily email reports which provide snapshot reports and key diagnostic metrics for a daily overview of the brand safety of your network’s traffic<br />Inventory Display<br />to view, sort and filter images of your publisher pages by brand safety ratings, content category or date<br />Email Alerts<br />Notify media partners with inventory which does not comply with your network or content guidelines<br />Dashboards<br />To view email communications<br />To maintain blacklist URLs<br />To export daily traffic log along with content ratings<br />
  29. 29. Adatrix for Advertiser<br />Web page content rating (self / third party ?)<br />How to extract info from web page?<br />Manual verification (to block adult/offensive/illegal sites)<br />Page crawlers<br />Semantic filters<br />Inbound / Outbound links<br />Issue alerts and block ads from serving to fraudulent sites in case of defaulting<br />Provision to view and manage alerts/emails<br />Provision to add blacklist / whitelist URLs <br />
  30. 30. Adatrix Ad request flow<br />Demography Category filtering<br />Adatrix Blacklist check<br />Ad Call after bidding<br />Advertisers Whitelist check<br />Advertisers Blacklist check<br />Self / 3rd party rating<br />Ad Served<br />
  31. 31. Adatrix for Publisher<br />Dashboard to view all ads served on their web pages (with filters including date/time/zone)<br />Provision to block unwanted ads<br />Malware screening of ad / creative while uploaded<br />
  32. 32. Thank You!<br />