ad impressions, compromised buyers, corrupted measurement, fraudulent conversion events, and complicit intermediaries.
thinkLA Programmatic Summit 2014 Scott Cunningham Presentation Slides
Fraud and the
Trustworthy Supply Chain
What is a bot?
An Internet bot, also known as web robot, WWW robot or simply bot, is a
software application that runs automated tasks over the Internet.
Typically, bots perform tasks that are both simple and structurally
repetitive, at a much higher rate than would be possible for a human
The Trust Stack
Guideline Topic Area
Compliance / QAG
Trustworthy Supply Chain: Fraud
• Anti-Fraud Principles released. 9-15-2014. Addressing business and
• Three workgroups covering safety in the supply chain.
1. Anti-Fraud Work Group. Technical work group looking at catching
bots in real time. Proposed taxonomy released 9-15 distinguishing
good intended machine traffic versus fraud.
2. Anti-Malware Work Group. Technical workgroup started in August
2014. Mission to identify sources of malware.
3. Business Transparency Work Group. Agencies, Platforms and
Publishers discussing money flow and business practices for
Trustworthy Supply Chain:
Tactics and Certification
• Education Work Group. Educating the industry on tactics and best
practices identified in other work groups and vendors.
• Quality Assurance Guidelines (QAG)
• 29 companies certified, 29 pending.
• Guidelines represent brand safety and transparency currently.
QAG + new Work Group Guidelines + Buyers = Joint (IAB, 4A’s, ANA)
Trustworthy Accountability Group (TAG)
Advertisers, Buyers, Publishers
• A & B: Know the supply
sources and vendors.
Domains, content, audience.
Are they certified?
• A & B: Scale doesn’t equal
quality. Set expectations on
controls through T&C’s.
• A & B: If it is cheap and too
good to be true…it probably
• P: Sales, Marketing, Ops
• P: Audience Extension is the
same as a trade desk.
• A, B, and P: Point solutions
are good. It’s one tool in
your toolbox is better.