Evento realizado no Teatro Cetip, em 30/08/2016.

1. IAB Brasil – Ad Tech & Data Conference | August 30, 2016
TAG: Increasing Trust in the Digital Supply Chain

2. The Problems

3. 3
Cost of Digital Ad Fraud - Worldwide
• Wasted Advertising Budgets
 $7.2 Billion (U.S.D.) Estimated Global Losses in 2016
 Financial Impact Averaged $10 Million per Marketer Participant
• Sophisticated Methods
 Display media with CPMs over $10 had 39 percent higher bots
than lower-CPM media
 Video media with CPMs over $15 had 173 percent higher bots
than lower-CPM media
Source: ANA Bot Baseline Study, March 2016

4. 4
The Cost of a Corrupted Supply Chain – U.S. Only
• Estimated total cost: $8.2 billion (U.S.D.)
Invalid/Fraudulent traffic: $4.6 billion
Internet Piracy: $2.5 billion
Malvertising+: $1.1 billion
• Estimated cost by type
Incurred costs: $4.8 billion
Lost revenue opportunity cost: $3.4
billion

5. 5
Cost of Invalid Traffic/Ad Fraud
Desktop Mobile Total
Percent Revenue Percent Revenue Percent Revenue
CPM-based: display 6.6% $500,000,000 9.8% $350,000,000 7.6% $850,000,000
CPM-based: video 11.1% $310,000,000 12.1% $160,000,000 11.4% $470,000,000
Performance-based 10.0% $2,340,000,000 10.0% $740,000,000 10.0% $3,080,000,000
Total estimated cost 9.3% $3,150,000,000 10.2% $1,250,000,000 9.6% $4,400,000,000

6. 6
A joint marketing-media industry program created to fight criminal
activity in the digital supply chain; Created in December 2014 by a
partnership of the 4As, ANA, and IAB US; TAG is organized around four
core areas:
- Eliminating fraudulent digital advertising traffic
- Combating malware
- Fighting ad-supported Internet piracy to promote brand
integrity
- Promoting brand safety through greater transparency
TAG Mission

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Creating a Meaningful Seal for the Digital Ad Ecosystem

8. 8
Reaching Scale with 100+ Companies

9. 9
TAG Registration - Welcome

10. 10
TAG Registration - Welcome

11. 11
TAG Registration – NOT Welcome

12. 12
TAG Registration – NOT Welcome

13. 13

14. 14
“Certified Against Fraud” Launch – May 2016

15. 15
Multi-Layered Approach
=
Fraud Threat List
+
Data Center IP List
+
Publisher Sourcing Audit
+
Independent Fraud Vendor
+
Internal Controls, Policies, and
Reporting Mechanisms

16. #GetTAGed by visiting www.tagtoday.net