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Know Your Advertiser:
Fighting Fake Ads with Common Sense and Artificial
Intelligence
CHRISTOPHER PAQUETTE
Co-founder, CEO
January 16, 2018
Marketing Politics 2018 – Washington, D.C.
Discussion Outline
• Overview of DeepIntent
• Verified Ads – Fighting Fake Advertisers
2DeepIntent | www.deepintent.com
3DeepIntent | www.deepintent.com
Introduction
is a Customer Intelligence & Programmatic Ad Platform that uses
A.I. to discover actionable insights into our client’s customers.
Our core Artificial Intelligence reads and watches content on the internet,
understands the themes and sentiment within the media, and from this,
builds a profile of your customer’s motivations, interests, and affinities.
Combining these profiles with client CRM data allows us to
build very powerful predictive systems that drive
business growth for our clients.
4
Identifying Political Interests & Affinities
State-of-the-art Computer Vision and Natural Language AI understands the
articles and videos that your audience engages with across all major digital
publishers.
4
2018 Tax Reform Bill
Overall Positive Sentiment
- College Savings Plan
(Positive)
- 529 Plans (Positive)
- Tax Legislation (Positive)
DeepIntent | www.deepintent.com
The Tennessean
Real Time Consumption Analytics Drives Effective Ad Targeting
5DeepIntent | www.deepintent.com
John Smith
Age: 35
New York, NY
Registered Republican
Voted in 2012, 2016 Elections
2018 Tax Reform Bill
Overall Positive Sentiment
- College Savings Plan
(Positive)
- 529 Plans (Positive)
- Tax Legislation (Positive)
New York Times
Fox News
Introducing Verified Ads
Hacking the 2016 Election
126 million+ Americans had their data, friendships and information exploited
by foreign influencers with the intent to undermine the democratic process in
the United States.
The largest digital platforms in the US were silently weaponized.
DeepIntent | www.deepintent.com
How It Happened: Who Was Behind It?
The Internet Research Agency, a Russian “Troll Farm” operating on behalf of
the Russian Government, exploited new media in a sweeping campaign to
manipulate the public consciousness ahead of the 2016 elections.
8DeepIntent | www.deepintent.com
Coordinated Disinformation
The IRA and related groups registered several topically-relevant domains and
created thousands of internet presences (fake accounts, fake sites) designed
to be indistinguishable from reputable news outlets & political commentators.
Their intention was to distort the truth and fabricate lies.
9DeepIntent | www.deepintent.com
vs.
Weaponized Ad Platforms
Purchasing ads on Google, Facebook and Twitter, the IRA used self-declared
user data such as race, religion, political, and interests to reach millions of
Americans with highly-targeted and divisive ads.
10
Ad Targeting
Location:
Kentucky
Alabama
Nebraska
Interests:
Bill O’Reily
Jesus
Republican Party
Fox News
Learning from Analysis
An analysis of the facts we know today shows that this attack reveals several
vulnerabilities that platforms and tech companies can use to detect, expose,
and combat disinformation campaigns.
DeepIntent | www.deepintent.com
Buying Political Ads Today is Easy
12DeepIntent | www.deepintent.com
Facebook, Twitter, and Google are open platforms that are designed to reduce
the “friction” (time) of creating an account and buying ads.
These platforms operate at a massive scale with millions of businesses and
billions of users able to purchase ads within minutes.
The ad industry has no processes designed to verify the legitimacy and screen
for malicious intentions of the ad buyer.
Buying Political Ads Today Is Easy
13DeepIntent | www.deepintent.com
Within minutes, anyone anywhere can launch a political ad campaign
Ad Approved
Link: Protest Video
Building a Defense: Verified Ads
14DeepIntent | www.deepintent.com
DeepIntent introduced our Verified Ads system as the first comprehensive
system for determining the legitimacy of a political advertiser, with the goal of
bringing transparency into the information our users receive.
More Transparency, More Accountability.
15DeepIntent | www.deepintent.com
The Verified Ads experience provides an interactive way for the user to see
more detailed information about the advertiser.
How It Works
16DeepIntent | www.deepintent.com
Scan > Audit > Verify
Using a mix of state-of-the-art computer vision, natural language processing
A.I. and human review, DeepIntent Verified Ads combines business logic with
the latest technology to audit the advertiser and their creatives in real-time.
American Action Network
Domain: americanactionnetwork.org
Domain Owned by Advertiser: Yes
Domain Registration Date: 2009
FEC ID: C90011230
Location: Washington D.C.
Entity Type: Registered Non-Profit
Candidate Affiliation: None
Candidate Authorization: N/A
Individuals Associated: Yes (11)
Individuals Based in US?: Yes
Contact IP Address Details: US-based
A Blocked Attempt to Buy Political Ads on DeepIntent
17DeepIntent | www.deepintent.com
Advertiser Rejected
Advertiser: Black Matters
Domain: blackmattersus.com
Domain Owned by Advertiser: Yes
Domain Registration Date: 2015
FEC ID: None
Location: Unknown
Entity Type: Unknown
Candidate Affiliations: None
Candidate Authorization: N/A
Individuals Associated: No
Individuals Based in US?: Unknown
Contact IP Address Details: US-based; Known Proxy
Verified Ads Successfully Identifies Fake Advertisers
18DeepIntent | www.deepintent.com
Using 30 samples of the accounts provided to Congress, DeepIntent’s Verified
Ads solution successfully flagged all of the accounts as suspicious.
Link: AJC News - List of Russian Accounts
Advertiser Flagged
Advertiser Flagged
Advertiser Flagged
Preparing for 2018 Elections & Beyond
19DeepIntent | www.deepintent.com
As we head into the 2018, federal legislation like the Honest Ads Act and state
legislation like that proposed in New York will close legal loopholes and require
more accountability from advertisers and platforms.
DeepIntent’s Verified Ads solution is a model for how companies in our
industry can effectively fight fraud and foreign influences in our elections.
Today, we are sharing our approach in hopes that others will constructively
work to build a safer digital experience and a stronger democracy.
Thank You
CEO, Co-Founder | Chris Paquette | chris@deepintent.com
646.827.9524

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Know Your Advertiser: Fighting Fake Ads with Common Sense and Artificial Intelligence

  • 1. Know Your Advertiser: Fighting Fake Ads with Common Sense and Artificial Intelligence CHRISTOPHER PAQUETTE Co-founder, CEO January 16, 2018 Marketing Politics 2018 – Washington, D.C.
  • 2. Discussion Outline • Overview of DeepIntent • Verified Ads – Fighting Fake Advertisers 2DeepIntent | www.deepintent.com
  • 3. 3DeepIntent | www.deepintent.com Introduction is a Customer Intelligence & Programmatic Ad Platform that uses A.I. to discover actionable insights into our client’s customers. Our core Artificial Intelligence reads and watches content on the internet, understands the themes and sentiment within the media, and from this, builds a profile of your customer’s motivations, interests, and affinities. Combining these profiles with client CRM data allows us to build very powerful predictive systems that drive business growth for our clients.
  • 4. 4 Identifying Political Interests & Affinities State-of-the-art Computer Vision and Natural Language AI understands the articles and videos that your audience engages with across all major digital publishers. 4 2018 Tax Reform Bill Overall Positive Sentiment - College Savings Plan (Positive) - 529 Plans (Positive) - Tax Legislation (Positive) DeepIntent | www.deepintent.com The Tennessean
  • 5. Real Time Consumption Analytics Drives Effective Ad Targeting 5DeepIntent | www.deepintent.com John Smith Age: 35 New York, NY Registered Republican Voted in 2012, 2016 Elections 2018 Tax Reform Bill Overall Positive Sentiment - College Savings Plan (Positive) - 529 Plans (Positive) - Tax Legislation (Positive) New York Times Fox News
  • 7. Hacking the 2016 Election 126 million+ Americans had their data, friendships and information exploited by foreign influencers with the intent to undermine the democratic process in the United States. The largest digital platforms in the US were silently weaponized. DeepIntent | www.deepintent.com
  • 8. How It Happened: Who Was Behind It? The Internet Research Agency, a Russian “Troll Farm” operating on behalf of the Russian Government, exploited new media in a sweeping campaign to manipulate the public consciousness ahead of the 2016 elections. 8DeepIntent | www.deepintent.com
  • 9. Coordinated Disinformation The IRA and related groups registered several topically-relevant domains and created thousands of internet presences (fake accounts, fake sites) designed to be indistinguishable from reputable news outlets & political commentators. Their intention was to distort the truth and fabricate lies. 9DeepIntent | www.deepintent.com vs.
  • 10. Weaponized Ad Platforms Purchasing ads on Google, Facebook and Twitter, the IRA used self-declared user data such as race, religion, political, and interests to reach millions of Americans with highly-targeted and divisive ads. 10 Ad Targeting Location: Kentucky Alabama Nebraska Interests: Bill O’Reily Jesus Republican Party Fox News
  • 11. Learning from Analysis An analysis of the facts we know today shows that this attack reveals several vulnerabilities that platforms and tech companies can use to detect, expose, and combat disinformation campaigns. DeepIntent | www.deepintent.com
  • 12. Buying Political Ads Today is Easy 12DeepIntent | www.deepintent.com Facebook, Twitter, and Google are open platforms that are designed to reduce the “friction” (time) of creating an account and buying ads. These platforms operate at a massive scale with millions of businesses and billions of users able to purchase ads within minutes. The ad industry has no processes designed to verify the legitimacy and screen for malicious intentions of the ad buyer.
  • 13. Buying Political Ads Today Is Easy 13DeepIntent | www.deepintent.com Within minutes, anyone anywhere can launch a political ad campaign Ad Approved Link: Protest Video
  • 14. Building a Defense: Verified Ads 14DeepIntent | www.deepintent.com DeepIntent introduced our Verified Ads system as the first comprehensive system for determining the legitimacy of a political advertiser, with the goal of bringing transparency into the information our users receive.
  • 15. More Transparency, More Accountability. 15DeepIntent | www.deepintent.com The Verified Ads experience provides an interactive way for the user to see more detailed information about the advertiser.
  • 16. How It Works 16DeepIntent | www.deepintent.com Scan > Audit > Verify Using a mix of state-of-the-art computer vision, natural language processing A.I. and human review, DeepIntent Verified Ads combines business logic with the latest technology to audit the advertiser and their creatives in real-time. American Action Network Domain: americanactionnetwork.org Domain Owned by Advertiser: Yes Domain Registration Date: 2009 FEC ID: C90011230 Location: Washington D.C. Entity Type: Registered Non-Profit Candidate Affiliation: None Candidate Authorization: N/A Individuals Associated: Yes (11) Individuals Based in US?: Yes Contact IP Address Details: US-based
  • 17. A Blocked Attempt to Buy Political Ads on DeepIntent 17DeepIntent | www.deepintent.com Advertiser Rejected Advertiser: Black Matters Domain: blackmattersus.com Domain Owned by Advertiser: Yes Domain Registration Date: 2015 FEC ID: None Location: Unknown Entity Type: Unknown Candidate Affiliations: None Candidate Authorization: N/A Individuals Associated: No Individuals Based in US?: Unknown Contact IP Address Details: US-based; Known Proxy
  • 18. Verified Ads Successfully Identifies Fake Advertisers 18DeepIntent | www.deepintent.com Using 30 samples of the accounts provided to Congress, DeepIntent’s Verified Ads solution successfully flagged all of the accounts as suspicious. Link: AJC News - List of Russian Accounts Advertiser Flagged Advertiser Flagged Advertiser Flagged
  • 19. Preparing for 2018 Elections & Beyond 19DeepIntent | www.deepintent.com As we head into the 2018, federal legislation like the Honest Ads Act and state legislation like that proposed in New York will close legal loopholes and require more accountability from advertisers and platforms. DeepIntent’s Verified Ads solution is a model for how companies in our industry can effectively fight fraud and foreign influences in our elections. Today, we are sharing our approach in hopes that others will constructively work to build a safer digital experience and a stronger democracy.
  • 20. Thank You CEO, Co-Founder | Chris Paquette | chris@deepintent.com 646.827.9524

Editor's Notes

  1. Only centralized data + AI can handle the volume, variety, and velocity of data needed to power next generation marketing.
  2. Only centralized data + AI can handle the volume, variety, and velocity of data needed to power next generation marketing.
  3. Only centralized data + AI can handle the volume, variety, and velocity of data needed to power next generation marketing.
  4. Only centralized data + AI can handle the volume, variety, and velocity of data needed to power next generation marketing.
  5. Only centralized data + AI can handle the volume, variety, and velocity of data needed to power next generation marketing.
  6. Only centralized data + AI can handle the volume, variety, and velocity of data needed to power next generation marketing.
  7. Start with a frame of where we are today: fragmented ecosystem + large teams = high (latent) cost of transaction; a sea of excel docs = heuristics that simplify “insights”.. mushy definitions of who is the customer
  8. <iframe src="https://player.vimeo.com/video/191078707" width="640" height="360" frameborder="0" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>
  9. Start with a frame of where we are today: fragmented ecosystem + large teams = high (latent) cost of transaction; a sea of excel docs = heuristics that simplify “insights”.. mushy definitions of who is the customer
  10. Start with a frame of where we are today: fragmented ecosystem + large teams = high (latent) cost of transaction; a sea of excel docs = heuristics that simplify “insights”.. mushy definitions of who is the customer
  11. Start with a frame of where we are today: fragmented ecosystem + large teams = high (latent) cost of transaction; a sea of excel docs = heuristics that simplify “insights”.. mushy definitions of who is the customer
  12. Start with a frame of where we are today: fragmented ecosystem + large teams = high (latent) cost of transaction; a sea of excel docs = heuristics that simplify “insights”.. mushy definitions of who is the customer
  13. http://www.ajc.com/news/world/did-you-fall-for-these-fake-ads-how-russian-trolls-got-into-your-facebook-feeds/q1BxFh6iIfIb0SgxAutKcP/
  14. http://www.ajc.com/news/world/did-you-fall-for-these-fake-ads-how-russian-trolls-got-into-your-facebook-feeds/q1BxFh6iIfIb0SgxAutKcP/