At IAB Canada's X-Series Metrics 2014, Andrew Casale of Casale Media discussed the path to a trustworthy programmatic supply chain.

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The Path to a Trustworthy
Programmatic Supply Chain
@IAB Canada
#IABSecureMarket
X-Series: Secure Market
Presented by: Andrew Casale
Nov 19th ‘14

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4. 3,500
3,000
2,500
2,000
1,500
1,000
500
Copyright © 2014 Interactive Advertising Bureau of Canada
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813
1,253
3,160
-
Q3 2014 - New Fraud Domains Identified
Jul ‘14 Aug ‘14 Sep ‘14

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funpetstuff.com
10beauty.com
Cluster #3
cookfoodeat.com
insidecamping.com
insidebeachsports.com
insidetotalhealth.com
Cluster #1
eye-clinics.net
landscapefile.com
cycle-advisor.net
Cluster #2

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The tale of two YouTubes
Passes whitelist
Verification confirms
ad delivered on
YouTube.com
? Where did the
money go?
Google
XYZ Seller

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Domain Spoofing 101
var publisher_url = location.href;
vs.
var publisher_url = ‘http://facebook.com’;

8. The path to a trusted
supply chain
Copyright © 2014 Interactive Advertising Bureau of Canada
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’09-14
Programmatic
trading on
domains
‘15
The move beyond
domains - Payee/seller
transparency
‘16
Seller certification,
bonding

9. X-Series: Secure Market
Copyright © 2014 Interactive Advertising Bureau of Canada
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BEYOND THE BLACKLIST

10. X-Series: Secure Market
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NON-HUMAN TRAFFIC
TASK FORCE

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Task Force Members
• Andrew Casale, Casale Media
• Nancy McConnell, Bell Media
• Matt Thornton, Google Canada

12. Non Human Task Force 12
Objectives
• To understand the issue of non-human traffic
• To educate digital industry stakeholders
about the issue
• To produce key deliverables to reduce the
risk and impact of non-human traffic for our
industry
Copyright © 2014 Interactive Advertising Bureau of Canada

13. Non Human Task Force 13
Expected Deliverables
• Build awareness of the issues/impacts
• Understand the non-human traffic issue
• Develop a mission statement for the conduct
of all IAB members around this issue
• To participate in the development of
guidelines for buyers, sellers and technology
platforms that aligns to the mission to reduce
NHT
Copyright © 2014 Interactive Advertising Bureau of Canada

14. Best Practices for Buyers 14
• Find the right balance between performance and
clean environments
• Target trusted exchange environments that can
deliver enough volume for your campaign goal
– Avoid anonymous inventory until the exchange and source
have been proven as trustworthy
– Set up private deals
• Don't just set it and forget it. Trust the technology,
don’t overlook the human component
• De-prioritize manual blacklisting & whitelisting
• Move beyond the click, focus on ALL the metrics
Be confident that the right tools exist to limit exposure to questionable inventory
Copyright © 2014 Interactive Advertising Bureau of Canada