The document provides an agenda for a Hong Kong video streaming forum hosted by Brightcove on March 8, 2018. The agenda includes presentations on market research insights, the future of TV and online advertising, brand safety, ad fraud and viewability. There will be a panel discussion with all speakers and a question and answer session from the audience.

1. HONG KONG VIDEO STREAMING FORUM
8 March 2018
brought to you by Brightcove

2. AGENDA
9:35 AM – 10:00 AM
Market Research: Insights into OTT Subscription, Ads &
the Churning Point
Cindy Chan, Head of Greater China, YouGov
10:00 AM – 10:20 AM
The Future of TV & Online Advertising
Greg Armshaw, Head of Media, Asia, Brightcove
10:30 AM – 11:00 AM
Brand Safety, Ad Fraud & Viewability
Amy Ho, Business Development Director, Integral Ad Science
11:00 AM – 11:30 AM
Panel of all Speakers & Questions from the Audience
11:30 AM – 12:00 PM
End & Networking Sessions

3. Integral Ad Science
Hong Kong – March 8, 2018

4. Presenter
4
Amy Ho
Business Development Director, APAC
Integral Ad Science

5. 5
Ad verification is now mandatory for display, online video and paid
social
VIEWABILITY
3 TOPICS TO MEASURE
BRAND SAFETY AD FRAUD

6. 6
Brand safety

7. 2017: Brand safety issues plaguing advertisers
7

8. Do you want your ads to appear alongside articles such as these?
8
Online Shopping Ad
Fast Food
Outlet Ad
Child
Education
Ad

9. Do you want your ads to appear alongside articles such as these?
9

10. Brand safety terminology
BRAND RISK
10
Impressions that are flagged on
pages that pose a risk to brand image
and/or reputation

11. Brand safety is a real challenge today
11
Source: IAS H1 2017 Media Quality Report

12. Keep your brand safe
12
Brand risk categories with examples
ADULT CONTENT ALCOHOL GAMBLING HATE SPEECH
ILLEGAL
DOWNLOADS
ILLEGAL
DRUGS
OFFENSIVE LANGUAGE
& CONTROVERSIAL
CONTENT
VIOLENCE
NUDITY
STORES SELLING
ALCOHOL
ONLINE GAMBLING
OFFENSIVE
LANGUAGE TOWARD
SPECIFIC PEOPLE
ILLEGAL VIEWING OR
DOWNLOADING OF
CONTENT
HOW TO BUY/SELL
DRUGS
PROFANITY AND
INAPPROPRIATE
PHRASES
SEVERE CRIMES
WITH/WITHOUT
VISUALS
SEX
GLORIFICATION OF
USE/ABUSE
IMPROVING/
BETTING ODDS
PROMOTING
DISCRIMINATION
HOW TO ILLEGALLY
ACCESS CONTENT
GLORIFICATION OF
DRUG ABUSE
SPREADING FALSE
NEWS
LESS SEVERE CRIMES
WITH VISUALS
SEXUAL IMAGES
ALCOHOL USE
EDUCATION
ONLINE LOTTERY
SITES
HATE SPEECH FOR
PURPOSES OF
EDUCATION
TIPS ON ACQUIRING
PRESCRIPTIONS
EDUCATION ON
OFFENSIVE TERMS
SHOPS SELLING
WEAPONS/GUNS
SEXUAL SERVICES
HOW TO MAKE WINE/
BEER/LIQUOR
REVIEWS OF
CASINOS
DRUG USE
PREVENTION
OFFENSIVE TERMS
AS PROPER NAMES
GLORIFICATION OF
VIOLENCE
ARTISTIC NUDITY
ARTICLES WHERE
ALCOHOL IS
MENTIONED
MEDICAL RESEARCH
BRIEF MENTION OF
EXTREME TOPICS
NEWS ARTICLES ON
SEX
FOOD RECIPES
CONTAINING
ALOCHOL
SEX EDUCATION
WINE/ BEER/
COCKTAIL
APPRECIATION
NEWS ON DRUG
ACIVITIES
HIGH MODERATE

13. Page-level analysis for precision and accuracy
13
URL analysis
Semantics analysis
Inbound/Outbound links
Metadata analysis

14. Support across 40 languages
14
Available brand safety categories vary by language
• English
• Arabic
• Bahasa Indonesian
• Bulgarian
• Catalan
• Chinese (Simplified)
• Chinese (Traditional)
• Croatian
• Czech
• Danish
• Dutch
• Estonian
• Filipino
• Finnish
• French
• German
• Greek
• Hebrew
• Hungarian
• Italian
• Japanese
• Korean
• Latvian
• Lithuanian
• Malay
• Norwegian
• Norwegian Bokmal
• Persian
• Polish
• Portuguese
• Romanian
• Russian
• Serbian
• Slovak
• Slovenian
• Spanish
• Swedish
• Thai
• Turkish
• Vietnamese

15. Keywords are not enough…

16. Brand Safety demonstrated
Outbound link: http://www.freelifetimefuckbook.com/ (very high risk for adult)
Inbound links:
http://www.porngatherer.com/best---porn---picture---tgp---sites/Fuskator (very high risk for adult)
https://www.reddit.com/domain/fuskator.com/top/ (very high risk for adult)

17. The image part with relationship ID rId2 was not found in the file.
Activation Results
Brand Safety | Block Rate
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
16/5/17 19/5/17 22/5/17 25/5/17 28/5/17 31/5/17 3/6/17 6/6/17
Activation
Enabled
17

18. Basic tips to get you started
18
Decide what
your brand
stands for.
______
Choose
the right
partners.
______
Enforce
your
strategy.
______

19. 19
Viewability

20. Viewability
20
An ad that’s not seen is
not worth less (than a
viewable ad), it’s worth zero.
Zero. None of our agencies
are allowed to make any
exceptions.

21. 21
According to our H1 2017 MQR, 61.1% of global video ads were viewable.

22. Custom Currencies
22
“The MRC standard was a great leap in
understanding viewability, but for HP, we
don’t think it goes far enough.”
Dan Salzman,
Global Head of Media Analytics and Insights
HP
“The thing about viewability is that it
sounds great, but there are some
challenges on the measurement side.”
Jason Tollestrup,
Director Business Intelligence
The Washington Post

23. Steps to improve your viewability for brands
23
ü Follow industry standards for viewability
ü Have fraud protection and prevention in
place, as well as blocking technology
ü Leverage predictive targeting
ü Optimize
ü Look out for new ad formats that may results
from publishers trying to optimize their sites

24. Steps to improve your viewability for publishers
ü Experiment and test different ads to identify
premium positions for best ad viewability
• Size
• Position
• Format
ü Keep in mind balance between consumer experience and ad
performance
ü Transparency into ad performance is key
24

25. 25
Ad fraud

26. The most prevalent forms of fraud
26
The most common – and well-known – example of fraud is
bots.
Occurs in a real-time bidding (RTB) environment, where the
URL is used to fool and agency into thinking their ad is going
to a premium site, when instead it’s going to a low-quality
website – or that their ad is going to a brand-safe site when
it’s actually going to a brand-unsafe site.

27. How pervasive is ad fraud?
27

28. Video inventory is particularly susceptible to fraud due to higher
CPM and greater expected impact
28

29. Detecting & preventing ad fraud: 3 pillars
29
Behavioral & network
analysis
Browser & device analysis Targeted reconnaissance
& malware analysis
• Dissection of malware and
infiltration of hacker
communities
• Validate that browser viewing
ad is a real, human web
browser like Chrome or Mobile
Safari
• Validate that device viewing ad
is actually an iPhone or
Windows 10 computer
• Differentiate human from bot
behavior
• Process vast amounts of data

30. Session-based analysis finding
30

31. How to protect yourself from fraud
31
ü Relentlessly monitor inventory, sourced
traffic, and vendors for ad fraud
ü Help advertisers monitor their media
investments more closely
ü Pay extra love to your video inventory
ü Enable measurement and monitoring
ü Work with a trusted 3rd party vendor that has
been MRC accredited for both GIVT and SIVT
ü Work with video ad server with fraud
detection built

32. Don’t be the next
brand safety headline
32

33. THANK YOU